Activision are thankfully coming unstuck - both BO4 and Destiny 2 Forsaken have 'disappointed' financially and their quickfire solution to satisfy shareholder worries is to increase monetization will likely just piss gamers off further and drive people away to the extent they'll be left with cash-cow products that don't generate cash. They may have gotten away with this tactic in the last couple of years but now the gaming community is more awake to such practices. Doesn't look like the remaining players getting ripped off enough as it is will be spending enough to keep them happy either.
Perhaps if they produced better quality games off the bat and could grow their community rather than drive players away with scummy practices, they wouldn't need to go down this route of exploiting remaining loyal players. With stock values plummeting, shareholders cashing out and others not willing to invest; this could be more concerning to the company than it would appear especially on how it is structured. They aren't exactly going bankrupt but it's damaging to them and their future growth and sustainability and it's not like they have any revolutionary products or schemes on the horizon - just the same old annual shit with more scandalous consumer tactics.
Microtransactions are a way of gaming in the AAA market now and that has to be accepted but BO4's is done appallingly which makes it even worse. The in-game items are the worst I have ever seen in any videogame on top of what is already a £60 game and £40 season pass. Had BO4 been F2P, it may have been acceptable although the purchasable items would've still looked garbage. The absolute kick in the teeth is the whole system is a blatant scam designed to reel people into spending money worse than supply drops and get nothing in return. Once they have their band of gamers who persistently buy COD points, then they'll start injected the P2W weapons into the tiers meaning anyone can get them as long as they rank up (1000's of hours) or tens of thousands of COD points and it covers their ass legally on top unlike Lootboxes.
Fornite proved that just because a game is F2P doesn't mean it can make insane money. I don't like that game but it knows how to keep players engaged, spending and providing a satisfying experience. BO4 is just one kick in the balls after another.