I know, I'm not policing anyone. There are people spending a hundred dollars on a house back on ESO and I've never said anything to them. Zenimax is selling overpriced shit, so I went after them, not that it made any difference. Now, if people decided to say it's fair, then yes, I'd argue it's not, but not because I'm strictly against cash shops. Hell, I bought a bunch of costumes off them, after all.
It's a virtual product with a set price that you CANNOT influence by offering more of the same. Square has complete and absolute control over it, so they can set whatever price they want just being careful to not completely extrapolate it. It's a unique item only available here, to people who play the live service game which has the objective of CONSTANTLY finding new players, when it's not on life support. Never will "everyone" have such item. It's even limited to a single character per purchase, not your account, and since, again, Square has complete control over it, it cannot break (unless they're utterly stupid). They can just use basic strategies like fomo. And no, it has no risk. The time and money that goes into making cosmetics is minimal and the profit is humongous. There are some videos of (valve?) employees talking about how little goes into making such items and how they're constantly making huge piles of cash. A risk is what Square took making that shitty Avengers game, which fell on their face.

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