Problem with "Optional" Items in the Cash Shop

[Zojha]

Consumers are also to blame for this. Consumers have the half responsibility of what happens in the industry.

In fairness, it's a lopsided battle: Consumers are usually far more disorganized than companies (much like employees), which is why their bargaining power and prowess tends to be fairly limited and things such as labor/trade unions become necessary. I don't think that kinda thing exists for consumers yet.