That makes sense. I agree that opening card packs and whatnot was part of the excitement and draw. I wonder if there's a way to get the best of both worlds. Maybe a (one-time) paid game rather than free to play, and still have packs and rarity and whatnot, but lock packs behind game experience/quests/challenges/winning/etc, rather than having them available to buy.
I know that probably wouldn't be a popular model for companies trying to wring out as much money as possible from the almost-basically-gambling model where you can buy packs, but I feel like as a player I'd like that a lot more!