I am all for the comunity created stuff, but I have to say this looks cheap and kind of bad. No, I could not have done it better myself, so I am here only to poo poo on other peoples' work (in this case), but that is my honest opinion.
I am completely indifferent to the decision if only for the fact that EA's recent titles leave much to be desired. I have to agree with Sony's assessment that the service doesn't bring much value. At least, it brings 0 value for me.