I can absolutely imagine Disney exec being shown CNN/Fortune/etc... articles about Disney, children and gambling which resulted in a nasty call to EA. I am sure there are all kinds of clauses in the contract that would ensure that the brand does not get demolished. Wasnt there also news that one of European countries was going to investigate Overwatch/Battlefront for gambling? This is not the sort of shit that Disney would ever want to hit the news. So quite a great job by Reddit. Also, terrible job by EA PR and whoever created this ill-considered system.
Let's see how it will workout next couple of months. If they are smart, then when they return MTX to the game, they will be mostly for cosmetics, or maybe XP doublers or something like that (i.e. MS Xbone backtrack). If they are dumb, then they will shove that shit back in there and even bigger screams will be going on.