Ultimate team stopped been about gameplay a long time ago.
It's all about card collecting and opening packs.
Every single SBC released is designed to give less back than you put in meaning to continue doing sbc's you need to buy packs and the circle continues gradually emptying your club over and over so people can have a tiny tiny chance at getting anything useful back.
And even when you get something useful you don't use it because the gameplay is horrible and you end up looking at your squad of shiny cards and logging out and EA don't care one bit because enough people have payed for packs.