Fighting games started in coin operated arcade cabinets that were intentionally designed to be such a pain in the ass to beat that people would dump heaps of money into them just to keep playing. Same deal with games that were released in the days that youd rent them for a week. The difficulty was set so high that it was very unlikely that you could beat the game in that week so you would end up renting them another week or two.
The gaming industry has been filled with greedy fuck policies from the beginning and the only thing that has changed is how they are greedy fucks.