But you can only earn the coins from playing online. For people that prefer playing offline, you have to shell out the extra to get the MM Live.
I'd be Ok with it if a) you could earn the 'coins' from offline games as well, like Franchise, exhibition. or b) the MM Live were just an add on and not extra cost. EA introduces a nice feature, but shoots itself in the foot by making people pay to use something that most feel should be a given.