The way I go into this is this, and I hope this is helpful to someone. Imagine first you are back (or still in high school) and you are going to try out for the football team. Of course there are the items you need to buy into the sport (though this may be covered by some schools depending on area): Pads, cleats, helmet, uniform, and mouthguard. These are probably equal to a console or low-end PC, or maybe better depending on how much you choose to spend. Then you have the cosmetic items. You could buy some bland workout clothes and a $5 watch from Walmart for about the same cost as shadowkeep. or... You could by a ton of really expensive things if you want. Most people aren’t really going to care aside from you, so you can choose whatever you want. These are your eververse purchases. Even in a simple sport like track, a good set of running shoes and competition spikes will probably only set you back about $120, but you could get the really nice looking ones for $300. People have different thresholds for what they’re going to spend their money on. Bungie, despite evidence to the contrary, is a smart company. A company that deals with this many assets can afford to hire an economist to run a baseline analysis of their monetization. Just because you and me aren’t willing to shell out $12 for a stupid dance move doesn’t mean that it isn’t the most profitable range. Think about all the 12 year olds that play these games whose only limit to their spendable income is their parents’ sanity. $12 isn’t that much in the grand scheme of things. Economists can get things wrong, but I generally believe in people to make the safe decision when money’s on the line. TLDR: Yeah, it’s expensive, annoying, and frustrating, but it’s probably the most economical outcome for Bungie. Don’t expect it to change. Instead of complaining about it, you should talk with Bungie about increasing our game rewards with a vendor reset as much of the discontentment I’m seeing is due to a lack of chase-worthy rewards in the game since we haven’t had a vendor reset in a year.