That doesn't stop cheating at all, the sbc grind is the only real way to get a good amount of promo cards without using the store. They also rarely release unlimited SBC's. There wasn't really a good way to grind in TOTS and the market was still terrible. That is due to the fact that they completely messed up the power curve, not the amount of SBC's people do.
The only way to really afford all of the store packs would then be to buy coins, which I'm pretty certain is against the terms and conditions. Most people don't have that sort of money to throw at a game so all they will do is lose even more of their customer base. The big companies like EA are all out of touch and it shows by the amount of people leaving their games. If they want to keep losing them and only have whales left, then they can have them. I say good riddance, I've played the last few years out of loyalty to the game and a love of football. But I'll also gladly never buy it again with the way they are going.