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In card games a "set" refers to a new set of cards. It's the bread and butter method for making money from a card game, you need timely releases of new card sets to generate revenue. They can't be too soon or people will go broke or quit the game, but they can't be too far apart, or people will lose interest.
I agree that a link to a quote would be nice. I guess we can assume an official response is out of the question, or they wouldn't have been so vague about it in the first place.
My guess would be either a "season" is 3 months as in real life, or when they say "it lasts several months" they did in fact know that the word several could mean any number.
EA is crazy to think this game will last without PvE content and monthly league/ranked resets. People will play this game for a couple months and then quit since there's nothing to do once you've ranked up. Well, there's plenty to do...in other games.
If I were to purely speculate, I might wonder if they don't want monthly ranks because they don't want to pay out monthly rewards.
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