2K: microtransactions "unfortunate reality of modern gaming"

Microtransactions have become increasingly present in the games we know and love in recent years, especially in sports games where you can unlock players and other items, and recently NBA 2K19's senior producer Rob Jones was asked about the practice by TrustedReviews. They asked him specifically about the criticism that NBA 2K18 received for the presence of overly invasive in-game purchases that altered the progression system, and here's what he had to say:

"Every game, at some point, in some way has currency and they're trying to get additional revenue from each player that plays the game. You know, the question has to be 'when does it feel like it's a straight money grab versus when does it feel like it's value added,' right?"

The problem of the persistence of this business method depends, according to Jones, on many players that "don't have the patience to work their way to the top. They just wanna be there right away," meaning these methods allow them to move faster and be motivated to play.

What could be the solution to this issue?

Thanks, ResetEra.