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If I had to guess, their strategy isn't to sell to as many people as possible. It's to squeeze as much money as they can from the few serious fans who play it. (It's the same strategy you'll see in many mobile games.) I couldn't imagine spending more than $5 on the game itself, much less DLC, but I'm sure there are those who love to collect all the cute costumes and dress up all the characters.

My niche is stories like Made In Abyss, and I can't resist collecting all the books, concept artbooks, and dvds of it I can. Similar thing, I bet.