Unless I'm mistaken, on Cricket 19 you can make your own teams, add your own custom players and play with them against others online. Is this not already Ultimate Team? Ultimate team with more features. And, guess what: IT'S FREE!
Why on Earth anyone would want Big Ant to take that option away from them and then offer it back for a fee? It's like saying to my landlord: I've got my own bed and bed clothes, but I'll happily let you sell me a worse bed if you include a Keaton Jennings bed sheet.
Locked attributes for players might be good. If you know everyone is going to use the same player, particularly if you're playing against some random, I think that creates a fairer environment. Although you'd possibly end up with a similar backlash from online players you've seen about guard restriction. That's something BA has to balance; what level of restrictions, if any, create the best experience for the most number of people (if that's their goal for online). You could add a perk that 'takes guard on the wide line' for a few players, so everyone is happy.