While I know there's a whole lot of EA hate out there, what you're saying sounds to me like, "listen, the other guys are crapping on you and they're JUST pissing on you, grow up and take it."
I appreciate the 24 hour period of time, but unless a release was as extreme as Sim City's was so far as badness goes you don't always know within the first 24 hours if you hate something. Many people will get up in the morning, try a round of BF4, then go to work and not be able to play until the next day and thus not get a reliable window in which to form an opinion of the product.
Only because it's a licensed product can they get away with it. Most states have laws concerning return policies that are up there a bit in days, while video games float over that issue nicely by being licensed.