I pointed this out when the season 2 levelling mechanics were 1st announced, and was promptly shouted down.
The warning signs should have been noticed when they described it as 'way more rewarding' rather than 'way less grindy'.
They've made levelling up *rapidly* MUCH slower; soft-gating progression to extend the life of the battle pass & encourage premium progression purchases.
The challenges are there to strongly encourage habitual play patterns, and boost logins for digital footfall in Origin & the in-game store.
As Jim would say; it isn't about making more money, it's about making all the money.
