This is basically laughing at kid's being poor, can't stop it. But game producers are actively creating those environments where even if its just cosmetics you are still in a lower caste if not buying into cosmetics.
There are also pattens by Ubi or activation where you are places on server with higher rated player so when they dominate you their characters with weapons and skins are presented in a kill cam. That is to create subconscious idea of getting those to play better.
Thirdly on Valve and buying/selling items. Arcanas are skins in Dota. They are very expensive as its alternative character skin with new voice lines and visuals for skill. Nowdays arcanas are expensive, none tradable/marketable, and more importantly one time exclusive. Its massive FOMO pressure. Back in the day you could buy an arcana and while it costed you a bit you could sell it back at small % loss, not anymore.
Those companies are doing all of it cuz it makes them piles of cash, as those tactics while predatory - do work - and work very well.