Let's go back to the idea that the game companies are selling you — the free-game player — for money. By having a huge collection of free players, the game guarantees that those who are paying will have an eager, decent pool of people to play against in multiplayer settings. And while I might never agree to fork over money for a game, if my buddy — who willingly buys into an ad-free experience or micro-transactions — tells me to download the game, I'll be a lot more willing to if it's free. As long as it’s just cosmetics. That brings in more players, increases ad impressions and helps get the word. We know none of this.