The link in the OP doesn't mention the price, although it's true. But as Gamespot (link) or Polygon (link) mention, the last Battlefield games had similar season passes, so this is nothing new for EA.
Also, the Deluxe edition is $69.95 which is not what I would call a rip off given that most standart editions cost this much, and the new Ultimate edition is just the Deluxe edition plus the season pass as the Origin page shows, with no discount ($69.95 + $50 = $119.95).
To be honest, I don't see anything surprising here, it's just EA doing what it has been doing for years.
Please excuse my bad English.
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