I don't think it really did though. Artifact took Magic the Gathering's payment model verbatim (pay for a starter set, pay for booster packs, pay for entrance any activities where you might win more cards) but removed the thing that makes that work for Magic the Gathering: face to face interaction with other human beings at your Local Game Store. If we compare it vs. it's more direct competition (digital CCGs) it's a worse proposition for the average non/low spending player, but even if we do the kindest thing and compare it against what it's directly copying it's still a strictly worse deal.