GW2 has stuff like that as well, though you can sometimes get drops that will allow you to unlock them.
The GW2 boxes are completely different than what these are. Those always give something useful and never have anything amazing in them.
Only to the idiots that`ll gamble, really.
No it's rubbish for the rest of us. EA will see this as easy money and give up on meaningful content. The whole MMO industry is going to devolve into this crap.
Why make good games when you can get away with unregulated gambling?