A commenter left a very insightful observation on my blog and then deleted it, so I won't name the person or quote him literally. But the point was that people in a Free2Play game only buy virtual items that they consider aiding them in reaching their personal win conditions. If you buy a cosmetic pet or mount, it is because you consider having a shiny pet or mount to be a status symbol, a "win condition". If you don't care about pets and mounts, because your personal win condition is about PvP
World of Warkraft...
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