Their model of funding is solely based on players buying the annual pass. Upping the price of individual seasons serves no purpose other than to make players who are already “locked in” due to their time and money invested in the game pick the annual pass over buying seasons as they go. What’s actually terrifying about this push is it means there 100% are going to be seasons in 21-3 that aren’t worth the money and they know it - so rather than have a three month gap of no season subs, they’re trying to make you buy early for the annual pass which has a yards worth of a players funding already factored in for them.