It's like a meme I saw; 10 years ago, when you bought a game, it's like buying a burger with meat, lettuce, tomato, cheese, the whole lot! DLC was like the mustard and ranch sauce on top. These days, when you buy a game, it's like you bought the bread and maybe some meat, and you get the tomato, lettuce, sauce, etc. in the DLC, which you pay extra for. I don't have a problem with paying full price for games (after all, they're only improving in terms of graphics and complexity, so it costs more to hire people to do the job), but what I hate is paying full price for something and then paying almost just as much on DLC just to enjoy the game. That's the quickest way for me to ditch an entire franchise completely.
EDIT: Pay-to-win is pretty bad too IMHO, especially the gambling sort where you might get the item that makes you better than everyone else.