It's not cheating

Coins transfer between two accounts is not cheating. It's breaking the EA rules but not cheating.

Coins are means to buy better cards. Better cards are an advantage. EA is OK when real money is spent to buy better cards.

Is being rich or born rich cheating too?

 If the result is the same, the gamer has better cards and spending real money is not cheating, then coin transfer is not cheating too.

Coin transfer is bad for EA as business because they lose money.

Coin transfer between two accounts is breaking EA rules but not cheating.