As a heavy BO4 player I can say that I rarely check out their store. They can sell whatever they want, it doesn't affect my gameplay (especially that reticle). Until I saw this thread I honestly never thought about if they had a reticle in the game or not lol None of their items are paid to win. So sure it sounds dumb as to what they're selling but I think majority of BO4 players dont care. You already get so many outfits and such from just playing the game on its own anyways.
Activision may be greedy, but you got to be pretty 'special' to buy that as well lol