That's just another sign they are out of ideas, they don't have any clue how to gauge what the player base feels would be consistent at this time of year, and they don't want their biggest whales and players playing for 6 months for a new player to have almost as good a team within a few weeks. That's my opinion at least, but their game cycle is dead as it is. The start of every season is copy and paste essentially, they give mad amounts of sbc objectives which is great, but like with the dreamchasers grind or grassroots greats grind, they don't provide enough players in bronze or silver to actually do every day, which is part of the reason it becomes pointless because the rewards for those grinds generally **bleep**.
Realistically the EA heads need to go to a couple of years cycle on the game for multiple reasons. Whilst they lose the sale of the game every year, it would mean that they could extend promos to being a couple of weeks long, giving people more of a chance to get the cards, if they want to keep low probabilities at least. It would create breathing room for the Devs to be able to actually work on the promos and gameplay, rather than just crank out slop every year. Finally, you could essentially double season length, which sounds counter intuitive to start with, I mean it already takes little effort to get to the highest level.
However, they could tack on extra unlockable packs when you reach a new level on the season. Personally, I think they need to make it so that every level after 40 is like a repeatable 87+ ×5 or maybe 10, that way people have something to grind for once they are at the end. Since I got the game in December I have consistently found myself with 2 weeks or more at the end of a season where I get nothing for playing, except for the obj rewards which generally **bleep** at this point in the game cycle anyway. Again though, the most important part is that devs would have time to actually work on the next game, start alpha and beta tests earlier to work out kinks in advance, and make them longer periods. If they suffer another release like this one then I think a lot of people will really lose it with EA, which enough already have and left.