Ouch that has to hurt! I have avoided the Icon pack seemed too expensive when you look at all the potential crap you could pack.
To be honest, the game is pretty dead for me now. Without spending money you are completely reliant on pack luck, and mine has been very poor.
The majority of packs aside from WL rewards are untradeable, meaning SBC's are your only hope. There haven't been many good player SBC's either. That new Messi one for example is 400k for an average card.
There's also no way to grind packs, like league SBC's in previous FIFA's. EA have designed everything to drain clubs of fodder more so than ever before, the 85x2 pack for example needs 2x 85's and some 84's - and you'll likely get back 2x 85's.
The transfer market is pretty much rock bottom aside from the meta OP cards, which you need to compete. I've been working out the average cost of teams I'm facing and they're mostly 3-4 million coins minimum.
I've done all of the black friday SBC's, opened all rewards, rivals, WL, and the most expensive player I got was worth about 15k. It's pathetic.
Oh, and the World Cup stuff is rubbish, all of these World Cup cards keep popping up and are always duplicates, and you can't fit them into a team either as they have an international specific league.
All in all, it's pretty rubbish - surprise.