Wow, yes I agree. It is sad when people are starting to entertain paying extra $ to have the Franchise experience they want. Would be nice if that actually instilled embarrassment into EA.
I just see the method further alienating the 'sim' crowd tho, a still critical piece of the game's core. The people that are willing to spend $ above the $60 are a unique, still fairly new gamer. That is not meant negatively, it's simply that it's a portion of the gaming community, perhaps still growing portion, that has shown willingness to do so in recent years, and right or wrong, companies would be unwise to capitalize on that willingness. Once they found out these gamer's existed in quantity, it was a shot out of the gate in the race towards increasing revenue.
If patient enough, the day will come where EA gets greedy enough and demand will fall short of supply. Then the cycle will come back to the good ole' Franchise. Just like the run game in football. Watch how teams start to cycle back to power running now that defenses are loaded with lighter, faster players.