Exactly, like $40 for a special mount you can only get for a short time. Or $90, I think, to jump from new to lvl 90. It is a way for companies to get a little extra money to make new content. They can't rely on new game sales forever. They do have families to feed, too. You'd be stupid if you think biggie got all the money from the launch, they are on contract for a certain percent. I think it is fine as long as the items are cosmetic only.