Seb, when your point is that "ToV was worse" that's not really great support. ToV was awful. I didn't buy it and because of that I didn't get OP Kangaroo Carriers to pwn the enemy whenever I randomed Brits. If I had $$$ I would have won more games. Just because I can eventually unlock something for free doesn't mean that it's OK, because if I have to play 100 hours just to be evenly matched with someone else, I don't want to play any hours. I want to just go play an RTS like Men of War or Starcraft or literally any other RTS that is made by people who understand why it's important for competitive advantages to turn on skill rather than time played or money invested. This is one reason why I never got into LoL and play DotA instead - my cash or my hours played don't put me at a disadvantage in DotA.
I don't think they would care about losing you if the impact on the majority is different. LoL has that and it's the most played and most viewed game, the dev is making tons of money so they can keep supporting the game forever, introducing new content, constantly patching following community feedback, and put up millions of $$$ for tournaments and pro players salary. Who would not want that for COH2? If you like the game you're going to play the 100 hours either way, and unlock everything either way, and most of the time it will be against players on the same case as you if the system is done correctly, so no real disavantage. Plus it won't be that big of an advantage. We're talking about 10% pen on some tanks, it's not having to fight an impossible battle with for example only half the possible units.
Really the time needed to unlock is basically considered as a progressive introduction/tutorial to the concepts of the game. If you got everything on your first game, you wouldn't realize the impact of it either way, considering how big mistakes you'd make impacting the game much more than a couple of misc stuff.