Compared to what other F2P MMOs have offered for those same 10 dollars? It's a rip off. I understand that they have to monetize aspects of the game that might annoy players who haven't unlocked it, but pricing things properly is an important part of that, and given that you don't really need those extras except maybe in the case where you plan on sticking around, a price like that doesn't invite the player to make the purchase.
$3 for those, and maybe make a package deal where $10 unlocks it for every character you make, or is part of unlocking other options they've monetized? Ok, now you're looking at a scenario where the player is much more like to either pay to unlock those extra bars they don't really need, or pay the $10 to unlock multiple things at once.
Given the growing F2P/non-subscription based market, it would be in EA's best interest to make the F2P portion of the game as inviting as possible, and then make the stuff that is monetized on top of that even more attractive. They simply aren't.