Ultimate Team VS a Friend?

[milkshake]

I haven't been able to find a definitive answer... In every other Ultimate Team mode you have always been able to play friends. In Fifa for example, you used to be able to straight up play for coins...and then recently playing a friend became relegated to a "friendly" with no reward/contract use...

Watching videos of the menus - I haven't seen anything that resembles a friend invite option. I hope I'm just missing something...

[milkshake]

Now that people have the full version - any word on this? This question appears on the EA help page - but is still ambiguous. It seems to state that you can't within the mode but to play a friend go to the lobbies?