It looks as though the persistent profiles EA was on about a couple weeks ago may be a new form of paid subscription service.
According to documents obtained by Pastapadre, it looks as though the service is an annual payment plan for FIFA, Madden, NCAA, NHL, SSX, and Tiger Wood PGA, which would offer member discounts on DLC, free and exclusive DLC, the option to transfer paid content from releases such as DLC, membership badges, and the biggest kicker: full games before they are released in stores via download.
Pastapadre was pointed towards a survey which suggests the service could cost members between $14.99 and $34.99 depending on "advertised options, the extent of the discounts, and up to a full week in advance to download games before they arrive in stores."
When Game Informer contacted EA Sports director of public relations Rob Semsey regarding the matter, they received the canned "no announcements at this time," response.
Likely, we will get the same response, but we'll send a mail anyway.