People just dismiss the idea that EA would do something like this in a 'game' without really thinking about the issue in any depth and what is at stake, and end up spouting shit and trolling - it doesn't help that the majority of players are kids either.
Remember BILLIONS of dollars/pounds/euros are at stake here, and a lot worse has been done in the world for a lot less.
The guys who make Candy Crush (King) have over half of their staff working as data analysts - not coders or artists - to make sure that their freemium model is so finely tuned and successful that everyone from a 5yr old to your granny is clucking for a fix and considering paying real money instead of waiting for their lives to regenerate and have another go.
The level design and whether a level can be completed is also tuned to lean players towards buying boosts rather than fail a level for the 50th time. Fail it enough and it will magically become doable - this is designed so that the frustration level never quite becomes enough that they stop playing and/or delete the game.
Sorry for going OT a little there, but the same game design psychology and methodology is used in FIFA for the same financial gains, and anybody who thinks otherwise is just being naive and is the ideal user for these companies.
Now competitive FIFA would be awesome, but I agree with you and actually made a post on another thread the other day regarding this and FIFA as an esport - it COULD be massive.
Some may think its conspiracy theorist but so many things point to the fact that EA wants as much control over what happens in game without the player being the wiser, so that they can ultimately encourage more spending on packs. I wish it wasn't so, and that they would just let the user have truly full control. Competitive FIFA would be much more viable if so -- as it is now there are just too many variables out of the players' control that come into play and affect games.
We get it that EA is a company and wants money, but that still doesn't excuse the Goalkeeping AI. You can't honestly tell me that it was purposefully done to buy Fifa 16 coins, and keep them buying packs. That does not make any sense. I think there's a lot of "non-scripting" elements that EA ignores because they just don't give two f's.