Happens every promo. I'm not going to defend EA but i'm going to shed some light on how these companies work...they have servers to keep things running 99% of the time. They know what the userbase is and how many people are accessing ON AVERAGE and that is what they build their servers based on. They do not account for the barrage that occurs on the launch of new promos and they never will, because they would be spending money on server that is not required for the vast majority of the games life.
It sucks, but I know to basically just ignore new content at launch.