I think once they realised they could sell skins for the price of full games, they were like "fuck it". I think the only reason this works still is that they have a critical mass of kids who have no way to compare and don't realise how much they're getting fucked over.
But as younger generations are more and more aware earlier on, their business model is, perhaps, flailing. But of course they want to apply a business solution to the problem.