It's your standard pay to win model. I don't last on COD games in recent years but come season 3+, some people are literally kitted out with one hit kill AR's. If they ain't baiting people with the battlepass, it's to drive people to modes to bolster wider engagement even if they aren't overly interested in playing them.
Activision have their playbook at hand and they also have concept patents and algorithms in play to maximise income, retention and player numbers. They know exactly what they are doing and which buttons to press. Pre-season was pure bait really.