All due to negative feedback
One of the biggest concerns about large publishers entering the free-to-play scene is that they'll shamelessly exploit the monetization aspects of their games to the extent that the entire experience becomes pay to win. Only time will tell if that holds true, but at least there's one glimmer of hope on the horizon.
Ubisoft announced recently that it's revamping The Mighty Quest for Epic Loot's premium currency structure due to beta players' feedback. Many felt that the game went too far in what it allowed users to pay real-world money for, and that it unbalanced Mighty Quest to the point of it becoming pay to win. In response, Ubisoft is scaling back what can be bought, and seemingly putting the integrity of its game at the forefront.
Not all publishers have this attitude when it comes to microtransactions. Hell, Ubisoft's approach might even change from title to title. But even if it's an isolated incident, it's nice to see that someone actually gets it.
Monetization Rollback [The Mighty Quest]