Simple, they are relying on people to want cosmetic things such as changing their name multiple times. To be completely honest I'm shocked they give a free name change since they are so greedy. Don't get me wrong, I like playing on Xbox as much as the next person, but they try to get every last penny out of their services. I don't think this is a bad thing since its a business, but every decision they make revolves around cost and profit.
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