Activision games are moving towards pay to win and gambling. Now you have the base game (full price) season passes (about 90% price of the main game) microtransactions (specific cosmetic and in-game items) and now there is this other revenue stream that is popping up in their games and other AAA tiles which is a RNG gamble on in-game items (guns, stats, cosmetics etc..)
No doubt Activision were inspired by the likes of EA Sports's success with FIFA UT packs where players would spend double figures a month on these gambles despite not having any chance-based data disclosed or how the algorithms work. It's a grey area but companies are milking it before the laws get tightened in regards to age restrictions and win% disclosure.
It's great business for them and people are willing to ply hundreds of bucks on this chance-based gamble of a system. It has proven a massive success on Call of Duty whereby the publishers have been able to mitigate their losses on the 10m+ users who don't buy their games anymore because they've gone to shit. I think Advanced Warfare grossed massively due to Supply Drops despite selling like crap and when you have the likes of Ali-A and Tmartn grooming their users into buying them; Activision's vision of greed continues to thrive and this aspect will be present in all their games until the legality issues clamp down and restrict them.
Microtransactions are not too bad as you get what you pay for but these cryptokeys/supply drops/packs and all that shit is a completely different thing and you are gambling against change and an algorithm that doesn't give you any idea of your win chances.