True but with DLC and the catalog that more and more of these studios have (aka EA), I'd wager this is becoming more regular and more likely. I think for subscription-based games, it would be even worse.

Imagine that you lament on Twitter "I just don't time to play X as much as I'd like!" and then someone else pops up and asks "oh, have you fought Y? Did you find [unique drop] yet?" Then next time you're in the game, you get that special drop.

All of it appears to be unconnected and random but odds are you'll go back to that person to celebrate and be hooked again.

(This is an off the cuff scenario, the actual scenarios are probably way more mature.)