I'm not so sure EA should be spanked for "mishandling" the marketing for this game, nor should Blue for serving it up. With all the sturm and drang surrounding this demo "leak", I'm willing to ignore the horrifically bad multiplayer demo(s) and take a look at what all the fuss is about Jan 8th.
Believe it or not, everybody involved did the right thing here, with the exception of the original uploader of the cdrom demo. Blues News posted it because it was in the wild and in question (as a demo, and not a full retail product), EA told them to pull it, protecting their assets and complex contracts with multi-channel distribution, and Blue pulled it when asked to by the copyright owner.
What a glorious day!