The rebranding isn't for people like us who already play the game. I believe it's intended to refresh the look and remind people the game is still alive and current - effectively a way to encourage new players to invest in buying it. This doesn't directly do anything for existing players, but if it keeps the game's popularity up it will keep the new content coming for all players.
As for the cost. I don't have a clue what it's costing them. However, the idea that the game's development is largely directed by money is probably very mistaken. Limitations on what gets developed are more likely down to organising and the available staff who can do the work. Someone can't just join EA and get right to work on the game, there's a lot of specific stuff to learn about the game first. I work in a different field, but also in a situation where there's a big quantity of in-house stuff to learn. No amount of money can make it happen, it comes down to hard work from the people coordinating it all and the existing team. Getting in new staff when needed to expand and replace, managing the long training periods, keeping the team connected while scaling things up, it's a huge logistics issue. Just one person leaving and the impact of replacing and training someone else is a big deal in this kind of environment. Money is likely far down the list of reasons why things do and don't get worked on.