Found out my account got hacked somehow and my EA ID had been changed - fortunately not my password.
After an agonising 45 minutes chatting with some foreign support person using the horrible web based chat, they finally directed me here:
http://www.origin.com/us/change-id" onclick="window.open(this.href);return false;
Was able to login with my email address and password, change my EA ID to whatever I wanted.
Might be worthwhile making this sticky?
Admin edit: Going to make this a temp sticky for now, and see how the game is setup when it comes out.