You realize that without Activision, Destiny isn't even a thing right? Investing in new IP is an incredibly high risk-high reward proposition for any company, especially when that IP also means creating an entire new genre of game. God forbid the primary investor in that IP get a return on their investment, generate profits so they can invest in more unique and innovative IP's, and pay their employees so they can feed their families. I know this is a novel concept, but companies, including video game developers (Bungie) and publishers (Activision), exist to make money. They best do that by providing products that consumers will want and pay for. Activision is not greedy, they seek profitability. Has the DLC pricing ad distribution model been a good thing for the industry? You could certainly make the argument that it hasn't, and I would not disagree with you. That being said, it is the reality of the industry today, and we cannot expect Activision or any other publisher to kneecap themselves from a financial standpoint purely on moral grounds. As subscriptions have given way to DLC which has given way to microtransactions, soon something else will come along that will allow game companies to continue to make games and remain profitable in an increasingly crowded and competitive market.