It's not different. It's the same thing. There are players that pour just as much time into this game as WoW and they bat around terms like "digital lifestyle" to justify PC game snobbery. Console games are for the LCD so there is the popular opinion that players are entitled to more when they actually have no reason to expect that. The answer is simple. If you don't like the emotes or cosmetic items, don't buy them. You make it sound like our debit and credit cards just spend money on their own.