it's kind of impossible to make a totally free MMO since they need to pay for the servers etc. and asking for something totally free from a big company like EA is illogical
Which is why they shouldn't be allowed to use the word "Free".
The latest one is the "Unlimited Internet access" (fair usage policy), which means that it simply isn't unlimited.
While people fall for that sort of marketing, companies will keep using it.
And considering that Advertising and Marketing have been around for an age, the legislation concerning a lot of it is pretty poor, hence companies doing what they want until they get their wrists slapped.