It goes something like this. If you [b]and[/b] your friends are playing together, then you [b]and[/b] your friends are more likely to purchase the next DLC, buy shit from Eververse together, pre-order the next trash title. I don't know if there is a name for it, but its basically turning peer pressure, the lack of self decision making, and the fear of being left out of the herd into a business model. In today's society where people can't seem to function without Facebook, Twitter, Youtube, and other "social" platforms, its a model that unfortunately is highly effective and not just in business. We see it in everything, including politics.