Games are expensive to make and run. AAA boxed games really haven't changed prices, even to match inflation/royalties. Which is also largely dictated by console manufacturers. Just selling a big AAA game for $60 is no longer enough. What's the solve?
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Post-release cosmetic microtransactions. Yes I know, the dreaded 'M' word, but cosmetic stuff is purely optional. For instance Horizon Zero Dawn, I was hoping that they released outfits, weapon skins, etc for Aloy. Would have snapped those right up.
It's difficult because there is no covenant with developers on how they treat these things. What's reasonable or not? Why? To whom? Go to China and it is essentially expected that paying money will allow you an advantage in the game. Should developers leave money on the floor?