the PS Now minimum will drop to $1.99 in a few weeks. With that said, the publishers set the pricing for their own games, not Sony. They are also looking at offering a annual pass for a fee... probably not until the full release though.
As for the Electronic Arts thing, why assume that EA is a white knight in this? None of us knows what is going on behind the scenes, and I'd be surprised if they didn't have some angle that a lot of people aren't considering with this new service.
For instance, are one of the only major PC game publishers that no longer puts major releases on Steam. Why? Because they want Valve to allow them to handle transactions through their games and Origin service, which screws Valve out of a cut of DLC and add-on money.
So doesn't it seem possible that EA wants their own sub-PS+ service on the PS3? I mean, I hear they demand that customers set up a separate EA account (with credit card) within their portal, which could conceivably used to filter us through their store and skip PSN altogether. Sony would understandably cry foul since they didn't invest millions developing a console so 3rd party digital companies could benefit without the PSN.
Even if all of this is off the mark, it seems way too simplistic to simply say "Sony doesn't want us to choose." If the price is right (and maybe if they force EA to allow us to use our PSN accounts), they'll probably change their mind.