I get what you're saying and totally understand why they face such backlash always and all the time. I've been burned by their games a more than once, which I guess is shame on me. I am still kicking myself for Andromeda.
I didn't read their defense post on Reddit but I sure heard about it on the web haha. My only guess is that they wanted to make unlocking those characters truly worth the effort. 40 hours is really excessive though and even someone who really enjoys pouring hours into games like me can't manage the 140 hours needed to unlock the four best characters haha. Apparently, they learned their lesson this time and reduced the cost of those characters, but it is just unbelievable how tone-deaf they are when it comes to the pulse of the modern gamer. Just awesome.
Just talked to a friend of mine who is playing the game. They lowered the cost of heroes but also lowered the rewards. The unlock time is cut by a lot but it's still a grind fest from what I understood.
In the Reddit post they just wanted to wash their hands by explaining that they wanted to give us a sense of acomplishment... They, however, didn't say that heroes are unlockable with money... I know that they want to make as much as possible but this business model with micro-transactions is going too far.
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I'm still on the fence about DLCs like with BOTW. I understand that it is a business and these companies pour a crazy amount of man hours into building games like that, but hitting people for the $60 and then an extra $20 on top for the season pass is so shady. My main complaint with that is there is no guarantee that the DLC will be worth it but basically force you to buy the season pass before the content drops for a review. I have stopped pre-ordering many games after getting burned by Assassins Creed on that front a few times I got tired of burning $60 on anger and disappointment. EA is such a powerhouse that I'm really not sure how much they care about gamer loyalty. They have to know on some level that people will just buy a Star Wars game because it's a Star Wars game. It's sad, but at least there are some really great and cheap indies out there.
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