Well it could be polite, or it could be a recognition of the feelings of friend codes of some people (not including me. I'm fine with it).
If they did replace the friendcode system, what would that do to the online of current games? Would there be two seperate systems?
Personally, i was perturbed when I signed up for Medal Of Honour Heroes 2, simply because the name I wanted (and always use: Squall7) was already taken. If there was a designation system like that, I would want to be able to take the name that I choose. I mean, how many others would choose "Squall7" except me? Especially considering most games don't arrive here until they're well established in the US, which gives them a blinding head start with names.
But back on topic: They've got so many complaints, I think they will take notice. It's those big numbers that unfortunately make the difference.