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[–] Seraphim ago 

What about FTP games that have relied purely on cosmetic purchases? (ie. Dota 2)

I guess a lot of players want FTP games to have the same unlock-system that regular $60 games have, where there is some evident progression, but it doesn't beat you down in the grind to the point of utter frustration. It's difficult for a game to find a good balance, while still remaining profitable (which is, ultimately, the end goal for every developer). Very few games have been successful, but Dota 2 seems to have done it well - I suppose that could be from Valve being its publisher and the massive amount of resources that they have to work with that allows them to overcome the initial financial hit until the player base grows to the point that cosmetic purchases sustain the continued development of it.