The cheating is one chunk.
The misconception that the game is pay to win is another, incredibly poorly handled by the PR-department.
If there is one thing that is paramount for a f2p game today it is to advertise loudly, shouting from the top of mountain-loud, that your product is not pay to win.
Once a game gets smeared with that excrement and starts emitting the p2w-odor, it’s in a well with smooth walls; difficult and time-consuming to climb out.
I still read chat-comments, and forum scratchings, that people who own merc A, or have load-out B, have “paid to win”. That’s both hilarious and horrible.