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Apparently, Anthem was such a massive success, all of the developers in AAA part of industry want to only make life service games and that requires predatory monetization that makes no sense to anyone with more then 2 functional neurons.
Lol that's true. They could've at least put in a bit more thought and effort to it tho....
It started with skins and commanders as separate steam purchase DLCs.
Then the shop was added and they really had to work with what they have established already.
CoH3 was designed from get go for that life service monetization.
They have top prio on microtranaction gains and console port. All you can do is NOT buying anything and giving them bad reviews without end to warn other players.
Note: FML
A shop that is friendly for players is publishers biggest nightmare.
For CoH3 they have "learned from mistakes" of CoH2 shop that didn't give them any other choice.
This is why there is FOMO rotation now and only the basic pallete swaps are earnable for free, where everything that took any kind of effort is hardlocked behind credit card.
Hell, I've been managing F2P MMO shop that was not this predatory and I had to sell loot boxes.