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Because you were naive enough to get baited into FOMO and you paid for a literal cat in a bag.
if a game in 2024 tells you an item is free, you have to play 50-100 hours for it. It is an instant Unlock for DLC Owners.
the Challenge System will be overhauled with the next Update, but right now it is also highly limited in the way you can make Merits per Day/Week. So it doesnt even depend on your Time ingame right now!... You will have both Battlegroups first Second and not next Summer.
Just look at merit steamers have, they have tens of thousands just sitting there.
It will sell like hot Waffles, because especially the regular PvP Group will not wait 4-8 more weeks after DLC Release. This Decision was made by a Marketing Team, do you really think they dont respect this? This is their Job.
We will see a Change in the Merit System at the same time, this means they will lift the weekly Merit Limit to push Usernumbers. This will justify the high Merit Price and vitalize the game.
The merit price of the BGs is already known and it is way lesser than that. It's only 10k merit per BG, with exception to the campaign BG which cannot be bought with merit.
Source:
https://community.companyofheroes.com/coh-franchise-home/company-of-heroes-3/blogs/89-pc-1-4-0-update-steel-shepherd-and-hammer-and-shield
If enough premium edition owners complain about it or if too few players pay cold hard cash for it (as a result of the low merit price) , they might raise the price even higher. So for those who paid for premium, you will have to voice out if you wish for a higher merit paywall for the "free" peasants.
Well, consider yourself donating to a promising indie dev in these harsh times.