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Its not a counter. Killer Instinct gave you the choice of buying characters you want, or buying the full game.  One character was free in rotation, and that was it.  It was very successful with millions of people downloading it so they decided it was a good model to continue that.  So no its not a counter, but rather used because it was successful.  Not everything has something to do with a war 

I expect others will follow this model in the future.