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You know why there are 390 microtransactions?
Because people buy them. Some people feel the need to spend $3 on a raccoon hat for their digital character, some want to have blue suede shoes and others want to have a virtual gun that shoots 0.2 bullets more per second.

I personally think it is the stupidest way to spend my money, but they are spending their money so I don't give a rat's ass.

Hopefully in UC4 they will have 784 microtransactions and make a killing of them. I somehow feel that most of that money will go towards new games and not towards developers' Bentleys, yachts and chalets in the Alps.