Thanks to Psychochild for supplying this link.
It is a presentation by Ben Cousins, General Manager of EA's f2p games division EASY.
The entire 42 minutes he doesn't waste one single word on the actual gaming experience. All he is concerned about is how to extract money from the players. I can't believe he really was ever that naive to think that pay-to-win wouldn't make money. Every trading cards game from Star Trek to Magic: The Gathering has shown that players love to pay for in-game advantages.
But does the game actually become better? He doesn't talk about it. He is too surprised that selling crack is profitable.