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They are not aiming for the average consumer, they are aiming for "whales" who buy out the whole store, if they were charging like $1 per skin, the whales would give them like $30.
As it is the whales give them hundreds.
It's not worth trying make a few cents profit per skin when they can make hundreds at a time.
This is a known sales tactic for skin which nearly every major online game uses (outside of Gatcha), there are mutiple Ted Talks you can watch that discuss the pointlessness of making skins a reasonable price.
Personally I will stick to the Battlepass, skins work out at 50 cents each, plus a bunch of sprays and borders etc (including the coins you get from the pass in my math).
That is a fair deal.
This seems like a pretty ethical compromise between milking whales and providing cheap skins to the masses (even if its not for the heroes you like).
But don't you understand? That's a DEAL!
Normally a skin is $13-$18, so by buying 4 for $50 you save anywhere from $2-$20!!
in all seriousness, the fact that they are overpriced ultimately won't stop me from buying at least 1 for all my fav characters, assuming they have a skin I like that is. (Still waiting on a Peni one I like) A part of me will hate myself each time I do it, but it won't stop me. And I already know when DP comes out i will likely buy all of his skins because I'm a sucker
How I will justify a skin purchase is if I crack 500 hours and if there is a skin I really would love,
If I go by what I liked in the MCU and the comics, there is only a handful that I will get if at all.
To support the developers and because we can?
Lets look at newest one~ Moonknight is actually a Legendary skin. His Ultimate is not summoning dragons and his Ankh looks like Ankh. Not to mention that his voice didnt change... wasnt even filtered.