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An argument I heard, and adopted is that it’s never “just” cosmetic. Your enjoyment of the game is impacted by how you perceive your avatar. This is why fortnite skins sell so well to new players. It’s not just cosmetic to drop $20 on Cuddle Team Leader. It makes a user feel silly and increases enjoyment running around as an obvious pink mascot costume. It prolongs how long you play both by increased enjoyment, and sunk cost fallacy. In any game with cosmetics, purchases drive playtime.
Yeah I had to realize that as well at some point.
Used to play games and I was so focused on gameplay, I always thought “why even have a lot of art in there”. But then you realize if the art sucks, you wouldn’t even be giving it a chance.
And this extends to skins and stuff. If it’s “just cosmetics”, that still means there is some art that is now hidden unless you throw money at your screen. And depending on how much it is, the game might be way too boring without it. So you’re still buying bits of a game after the fact. And voila, we’re back to the reasons why DLCs suck.