I do not own an Xbox One. I do not own Plants vs Zombies Garden Warfare. That being said, it still upsets me to see the addition of microtransactions to the game. I can't attest to the balancing issues this will create. Or what kind of content will even be offered. I am here to share my thoughts on the microtransaction movement as a whole, triggered by this particular slice of news.
     The gaming industry is different than that of movies, or music. It does not pander to the common consumer as you may think. Sure game companies try constantly with things like kinect and wiifit; but gaming has never grasped the mass appeal to the extent these businesses would have hoped. This is where I think microtransactions stem from.  The regular "gamer" is informed. They, or someone near them, has an on hand vault of knowledge about any game and every game. Gamers know what is good and what is bad. They know what they like, and what they don't. It is a very self fulfilling industry, where people make informed purchases sparingly. This differs from any other standard popular culture industry. In those many trends and purchases are skewed by popular trends. Trends set by the corresponding media such as tv or magazines. This is where no one dresses based on how they want, but how they see others dress. People listen to what's on the radio. Though choice is still a factor, the degree of freedom is not.
    What does all this mean? What is the point? Microtransactions are a ploy to involve the average consumer in to games. It is a way to monetize a game based on popular appeal rather than merit. To a gamer this seems shady and underhanded. But gamers are picky and do not just buy any old game. The game has to (usually) be quality and well recommended. This buying pattern is not conducive to a product that has minimal effort placed in it, trying to exchange for high profit margins.
    This is why microtransactions exist. It is not to trick gamers, It isn't even for gamers at all. It is just a new market emerging within our own. A new brand of consumer that has less discretion on purchase than a gamer would. They don't care that Dungeon Keeper makes you wait 24 hours to play more. They don't care if they have to buy the best Angry Birds cart just to win. It's just mindless distraction from their real passions and drives. Gaming is an established culture, one microtransactions are not a part of, and aren't really trying to be.