Season pass format.

I've bought the season pass a couple of times and the the reason I hop over it most seasons is because of the time limit on it - it makes me grind almost in desperation for ripchips and it makes the game a chore. 

I would by the season pass everytime if I could complete it at my own leisure. I don't have time in my life to log in every day and grind out a limited amount of ripchips. Buying the pass should give you the opportunity to take as long as you like to complete it - in turn people like me will buy more season passes, and EA will make more money. Everyone wins.