@Serenata $30 give or take for a guaranteed unit of your choosing, vs doing the gacha and potentially sinking more into that trying to get the same thing. It seems like highway robbery to people that aren't willing in the first place, but it's potentially a fair deal to people that would be so inclined as to chuck their wallet at random chance shit.
Also It's not like EA is the only company doing this kind of stuff to their customers either, they're just the most infamous one because everybody has always hated on them anyway. Days after I got the new Pokemon game on the switch, they stuck some stupid thing in the user interface to keep reminding me that there's an upcoming DLC you can prepay for right now. Ubisoft keeps selling people Assassin's Creed games with enormous piles of DLC to tack on immediately, let alone what they release over time. This direction we've been going in the gaming industry in general for a while now is entirely because they keep finding people all too willing to buy all of this stuff at the prices they're setting for it all. Every mobile game I've ever tried has had some sort of $99 pack for the in game currency, at the least. They offer those packs from day one, because people are buying them from day one. People that are likely to quit the game within almost no time at all, y'know?