This requirement, of course, is only needed for PC gamers; Xbox 360 and PlayStation 3 players will only need to login in-game to their EA account.
This was confirmed by DICE's global Battlefield community manager, Daniel Matros, who tweeted the news earlier this week.
It's not as demanding as it sounds, though. This had been a practice for years for Steam, including the very first Steam game, Half-Life 2, and many games since have required a Steam installation to run. Also, the EA Download feature has basically been folded into the Origin service.
Regardless, does this seem like too much of an imposition from EA? Let us know.