I think, and have said before, that Premium is a stupidly good deal for dedicated Battlefield fans. It helps us keep making content for the game and provides additional value to players who are willing to invest upfront for the long haul.
I understand that perhaps not everyone thinks its worth it, that's cool. It's not the only way to get DLC, and there's nothing in the pack that, in my opinion, breaks the experience for anyone else.
I've seen a few constructive criticisms about the amount its advertised once you buy it, and that you turn into a premium bill board in game. I can understand that sentiment, it's also wonderfully effective at raising awareness of the offer to players who don't read Reddit, Battlelog posts, game news sites, etc. "What if I don't want to brag?" is some feedback I will take directly to the Premium team.
That said: Premium is made at DICE. The premium videos are recorded here, the premium camos were developed here, the in game UI is built here, the business plan was developed here, the marketing team works here, and the core of the content, the DLC Packs are concepted, designed, and developed here at DICE. We are proud of Premium, it offers great value, it has great content, and the income generated by Premium and other DLC allows us to keep working on games we love and supporting them for a long time. It's pretty damn important to "us devs."