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Create FOMO for players so they continuously check in and play to unlock stuff so they never miss out on an opportunity
Destiny 2 moment
Devs are like that because publishers says they should do it. And publishers are like that because people keep buying and paying for all that shit. So in the end they are like that because of OP who contributes to the FOMO and wants to throw money at them for cosmetics.
Play Deep Rock Galactic. If you want a Halloween hat from 4 years ago. This Halloween will have new hats, and all the previous hats. All the gear is like that.
Rock and Stone!!!