They should of just never had a stupid time limit for this period. Whoever preorders it, gets the damn DLC stuff and after that, you're screwed. Just a stupid thing to do imo.
If they actually stick to it, it's brilliant.
1) locks in preorders. I know a lot of us cancel back and forth but most people don't bother and it's a great way to predict inventory.
2) they give you DLC instead of having to run a $10 or $20 credit promo
3) time limit forces people's hands. (First time they've done this -- as opposed to first runs all get Limited (NFS, BFBC) -- so it has less weight but they're setting up future games.) if I'm EA, I send newegg a nasty message about this.
the only issue is if they stick to it. Because Signature/Limited/Whatever edition should actually be limited and not something you can find at 50% off 3 months down the line.
Also, next time (ME3?) when they do this, people will say "i better order, i got screwed not preordering DA2 last year."