This is kind of an iffy thing to do when games are so short these days. I can see the thought process with a game that is multiplayer-centric (Battlefield series) or one that is intended to be a time sink (Simcity), but in a day when singleplayer games are routinely shorter than 8 hours I can see the chance for lots of abuse here. Still, it seems as though EA is making an attempt to improve its relationship with gamers (and more importantly for them its badly tarnished image) so that is indeed forward progress for them.
Personally the only reason I can see for wanting a refund is if the game is unplayable, either because the game itself is broken or my system is incapable of running the game at a playable clip.
“The greatness of a nation and its moral progress can be judged by the way its animals are treated.” - Mahatma Gandhi