Riccitiello is a gigantic douche, but he's savvy. He didn't just walk into EA one day and have the job fall into his lap; he's the former CEO of Sara Lee and Pepsi.
He's drawing a parallel between how invested gamers get when they love a game and he's saying that you could feasibly charge people for simply reloading their gun and they'd pay for it if they're invested. It's an extreme metaphor but it's actually true. The bad part about this isn't that EA would do something like this, but that there would be a market for this, and that's the fault of gamers. They're not gonna start charging people to reload their ammo, but the fact remains that many gamers have too much time and money on their hands.
Gaming is not some sacrosanct artform, it's a moneymaking enterprise. Developers make good games because the better the game, the more money they make. Gamers, on the other hand, act like they're fucking Olympiads because they can control pixels on a monitor in a fast and coordinated way. Gaming is about entertainment, that's all. When you start fucking over the majority of your cash cows, that's when you have to worry. However, as long as the profit margin is always high, gaming companies don't really care what their games are like as long as they're making money. It's all in the hands of the gamers. Bullshit like this wouldn't even enter into developers' minds if there weren't a market for it. Gamers should blame themselves for being such pathetic sheep if this were to ever happen because they are the market. All we have to do is stop buying their products and it will go away.
Honestly, EA only makes a handful of games that appeal to me, so I really couldn't care less about their practices. I like the Battlefield series, the Mass Effect series, the MoH series, NCAA Football, and SWTOR, and out of all of those my two favorites, SWTOR and ME, are Bioware. I could easily live without any of those games, as there are tons of other great developers out there. EA simply isn't that big of a threat to me.
In short, no one gives a shit about your opinion as a gamer as long as you pay for the product. This is something most gamers just don't understand. If people will pay for poop, why blame the guy selling poop?