It's a prisoners dillema. It might be best choice when viewed individually but when everyone does it, it's worse for everyone.

What are you basing “it delivers more value to customers” on?

Customers are willing to spend more money on it.

How else do you define value?

For a game a reasonable definition of value might be based on how well people like it or how much it entertains then (as if that could ever be measured).

The way you measure that is by how much people are willing to pay for it.

Twitter must be the most entertaining video game ever. Someone paid 44 billion dollars for it.

Things get squirrely when there are small numbers of buyers and great inherent uncertainty. But for a market with many millions of buyers, yes.