Microtransactions in basically all video games now.
Why?
A lot of reasons. The mobile industry boom being the largest offender. “Non-gamers” (Now just a new era of gamers) were introduced what quickly became the most profitable business models in the world for games, and since then we’ve been victim of the industry using behavioral psychology to minmax how much money they can get from consumers. And the beautiful part is, the consumers defend it for some reason.