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It os not a fad and it will not die out because people are slowly being brainwashed into thinking it is normal. It is not a coincidence the unlock speed from BF3 to 4 increased a lot. It was to encourage you buying the shortcut packs. It will never stop because devs will always point to you being able to play the entire game without paying.. This gen will be the dawn of grinding as a means of having fun. With ACU they even managed to put them into singleplayer.. Like it or not, there is nothing we can do about it because it is already too late to mount a full scale boy cut similar to xb1. Of course you could just not buy it, but some will and with the extreme overpricing it will still be profitable by the devs and publishers.