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In FIFA, Ultimate Team is the only mode I play for the past 5 years, and I never paid a single cent. But I do know people who have spent upwards of $100 (not counting the base game) on UT points and card packs.

Never really gotten into Madden UT, because its interface is very confusing and counter-intuitive, and after the last year's disastrous recycling of a game, I won't be buying it in a long time.

I don't really care if they, and how much, they charge, there's obviously a huge market out there. And I wouldn't get too upset about those "exclusive" cards, as they are purely cosmetic, great majority of different cards plays about the same anyway.