Therein lies the problem with retention of average players for Darktide.
Instead of letting people earn more cosmetics or aquilas for a shop that has plenty of options or recolor opportunities, they use a harder mode for harder mode’s sake and a mobile game rotating shop (yes other non-mobile games have them too, but that doesn’t make them any higher on the slop scale than mobile gaming).
I personally like extra harder content, but not every player is motivated by the intrinsic reward of “f yeah I did the thing”. And even so, liking hard mode doesn’t preclude a person from wanting extrinsic rewards too.
In a game where you don’t grind loot or come out with massive/more frequent content expansions like in MMOs (or develop a cult of masochists like FROMSOFT) you need cosmetic grind. They tried to have a gear grind, but that’s never what horde games have ever been about, it just doesn’t work.
No one liked farming abysmal rng in VT1, no one liked farming reds in VT2 and no one liked playing Hadron’s emporium of slot machina wonders in DT. Hyperbole, obviously some people like that stuff or are ambivalent towards it, but no matter how much they speak out about it they are still in the minority and will not themselves sustain the population of the playerbase long term.
Deep rock has drip, helldivers has drip, sea of thieves has drip, payday has drip, warframe has drip to an extent, even those aforementioned MMOs have drip to go along with their hard mode content via transmog.
Even games with less exciting gameplay than Darktide will thrive more than it because there is more than just the same 6 sets of earnable cosmetics.
They’ve added more the past year yes, but I don’t think the current rate/method for obtaining some of them is going to tie down average players that well.
Unlock the shop, make aquilas earnable at a slow rate or via Havoc only, and even add an aquila based recolor system. Done. I’ve solved retention.
It might not be perfect, for either the players or for the corpo suit f*ckers, but I will bet any amount of money that the average player will play more.
Whales cannot indefinitely sustain a game and FS if your money guys are listening you can tell 'em to touch grass because they’re clearly delusional if they don’t realize there are a finite amount of whales in the world and they don’t have bottomless pockets.
Overfishing is a thing, you would think a company named after one would know that.