You just described what 'soccer mum kid generations' is. Needs rewards and motivation to play. Wining and unlocking stuff, regardless of how well you play or not. And if you cannot win, you can buy it...
This concept is absolutely wrong for someone who is not that generation, because you want to play vs someone with exactly the same units and capabilities. To win thanks to your skill, not something you unlocked and gives you advantage. However small it might be.
What you have labelled as a "generation" has been common in Europe for decades and thus many generations. Obviously, these changes towards the European standard are visible in the United States.
The concept is neither wrong or right as it is intended for marketing purposes and game developers merely adapt to these (cultural) changes for all the known reasons. Besides that, a guaranteed reward system does not prevent a competitive scene to evolve.