Emotes sure, you get what you want there, but loot boxes not so much. Using your own example that is like paying money to get the apple you want only to get a small box that has a random piece of fruit in it. Sure, it could be that apple, but there is a good chance that it is a pear, plum, orange, etc. There are a lot of people that would rather just pay for their apple and be on their way, but because they might get another fruit they avoid it, especially when they hear from other that there is a low chance to get the fruit they want. Also, if consumer bases become unsatisfied it can lead to a loss in business and a loss in profits, so keeping your consumers happy is the best way to go to keep profits up. Finally, stop being a judgmental asshole and just assuming that anyone that has a complaint is American.