I think that's what's driving this. You're the only other person I've seen post revenue numbers besides myself. At the end of Q2, this year was on track to be the lowest revenues since launch. I think this update was driven by board and exec concern over the diminishing revenues, and to a lesser extent shareholder concern (remember EA is a publicly traded company, which is why you can easily find this revenue data).
I think this is MEANT to be a cash grab, but as bad as they are at masking these revenue pushes as "for the players" (who are you really kidding, c'mon), this is their worst foible yet. It's CLEARLY not a QOL thing, this is obviously a push for revenues before the close of Q4. My guess is there will be internal discussions over ditching the app if the revenue numbers don't come up.
I think it's correct of the playerbase to be suspicious of this, and stop spending. It also provides some needed irony to all of this, because the stupidity of this company decision is going to halt spending rather than increase it.
The other piece of irony is that of all the products I've seen on the market anywhere, there is a rather vocal and rabid userbase for this app. Many companies spend countless dollars on market research, while EA has gotten all they could handle (and more) for free, by way of these forums and the reddit sub. If they just took the time to digest what people are saying, and cater to the customer, they would have a much more successful app. People literally tell EA what they're willing to pay for, and are completely ignored. It's just a bad company. "Too big to fail" is the only reason they're still here, and of course they have all those sports games people played for many years (maybe still do, but I only know EA from the console sports games back in the 90s... I had never come across them again until this app). Stick to Madden, guys, you don't seem to belong in the mobile app market.