Who in their right mind would pay £99.99 for a player this is becoming totally ridiculous!!!
Presumably you have bought players previously and it rises each time? Assuming that's correct leave it and eventually it will drop on its own back to the bottom rate.
When sweet nitro has a sucker on the hook it seems smart for them to reel them in while also not allowing entire teams to be built on the cheap
The player is optional and becomes more crazy without the free player. Mind you this is what keeps the game free for many.