Why are people still suprised by this ? All it is is just a natural escalation of what's been going on for years now. This stuff is here to stay no matter how much we disapprove, as it's just a straight up profit deal for the publisher. The only thing that would change it would be if there was a massive dip in sales due to consumer backlash, but that's exactly what they're experimenting with, where the line is between what they can get away with and still keep sales steady.
I think it's important to remember that these are games that are not made for the audience you see on websites like these. Sure, we might be interested in them too, but they are made for mass-market and that's the voice that determines how the games keep developing. To quote Jim Gaffigan "It's McDonalds", it doesn't matter if there's a bunch of people that think it's shit and won't have anything to do with it, as long as there's a much bigger audience that don't give a shit and keep coming back.