I'm not hugely opposed to price increases: these things happen. But the reality is you'll just get both. Now that it's determined that players will accept ads, microtransactions, gacha, etc., why not raise prices and also get those revenue streams. FIFA costing $70 will not stop the all-encompassing focus on Ultimate Team. (For perpective, just the Ultimate Team modes in their sports games supply about a third of EA's total revenue.)
It's like when people say "if you're not paying for a service, then you're the product" to describe when user data is sold, when in actuality many services you do pay for happily sell your data all over the place.
It's like when people say "if you're not paying for a service, then you're the product" to describe when user data is sold, when in actuality many services you do pay for happily sell your data all over the place.