Other games do it because they are willing to take that risk. EA isnt.
EA just spent 100s of millions of dollars to defend the Obannon and Keller lawsuits that had to do with the use of college students' likenesses.
Even though technically EA would be protected if a lawsuit related to custom draft classes arose, you can understand why EA is gunshy about doing anything that would come close to appearing as if EA is benefitting from college student likenesses.
Especially when this feature is probably used by less than a fourth of the people who play this game. The risk isnt worth the reward imo.
Its something that I tell my clients every day:
"You may be right under the law but it costs lots of money to prove you are right"
Why would EA take even a small risk if their internal polling shows that majority of gamers dont use that function much or at all?