It's funny how small incremental changes over the years felt like nothing big was happening and then at some point we all woke up to a world where the largest advertising firm in the world basically is the internet for the vast majority of people.
In a microcosm of the same kind of creeping normalcy, Bethesda charging a few bucks for horse armor in Elder Scrolls IV: Oblivion was once a reach too far, until it wasn't.
Now we have Star Citizen levels of grifting as well as ActiBlizz "buy a currency to get a currency that is leveraged as currency to get credit toward a currency in a battle pass" layer cake grifting.
EDIT: Typo'd on the sequel count.