The way you put it, they're not being evil, just a scam that people with more money than brains or time will bite.
It's not even really a scam though is it? How many computer games these days make you pay for extra DLC (Battlefield, the Fallout series etc) - it's the same principle.
Woebedtide any company who wants to - shock horror - actually make money...
No argument from me there. It all depends on how many copies for a game are sold, and other ways for them to make money. As long as you don't *need* money to actually get a certain aspect of the game completed. In other words, nothing that playing time or skill wouldn't be able to also net you.
I was playing Team Fortress 2... a phenomenal game and I loved it, but I hadn't played it in a while, I went back and now they have items that can be purchased. I don't blame them, but then again it really does skew the game for the casual or infrequent player, since now you can be overpowered by someone with cash and out skilled by a 13 year old with lighting quick reflexes. LOL