Not saying I agree/ disagree but as someone who has been playing fifa ultimate team since it came out let me tell you a little something about how it works today.

There is a market where you buy and sell cards. These prices are fully determined by the owners.

If a new and better card comes out than the price of the lower rated one goes down. If this keeps happening eventually you will hit a ceiling where loads of cards become max rated, and a lot of people would just have the same max rated teams causing it to get boring (as it does towards the end of the games life cycle).

I'm not saying I agree with the new release every year but for fifa it certainly makes sense from EA's perspective.