You can literally spend tens of thousands of dollars in FIFA - most of these games don’t incorporate any kind of cap. Even Apex Legends recently had a limited time promotion that would require in excess of $200 to get everything.
That’s right up there with gambling, cars, technology, and significant others when it comes to real life spending for most people.
Around $150 CAD gets you around 100,000 in-game coins considering average yield from loot boxes. A player like Ronaldo costs 2.5 to 3 million coins (aka $3750 to $4500) for the first 4-5 months of each game cycle. And he's not even the most expensive card in the game, some cards trade for 15 million coins. To unlock all the top players for your team, you'd probably have to spend way over $10k. To top if off, every Sept. a new game comes out and you have start from scratch
I think the market will react, for example by preferring phones and providers that prevent dirty tricks for ripping of customers.