Leading the naysayers Fifa 14 Ultimate Team Coins is the Newspaper Publishers Association, which is arguing that free BBC apps could hit the take-up of the paid-for apps developed by newspaper publishers.
"Not for the first time, the BBC is preparing to muscle into a nascent market and trample over the aspirations of commercial news providers," said David Newell, director of the NPA, in February.
But who is going to Fifa 14 Ultimate Team Coins lose out? It will, of course, be the public. The newspapers' argument is that the BBC is publicly funded, and therefore the apps have been paid for, essentially, by the licence fee. The Guardian charges £2.39 for its app, and is right to be worried that a free BBC app could eat into its profits from this. But there is already the BBCReader app, developed by third party Odina Software, which allows quick access to BBC News. The Telegraph and the Independent also offer free apps.