Also, the problem with free-to-play live service games is that they fill a market for people who don't think about value and after-purchase cost.
That's true. Try to calculate how much actual money would cost to get something in Fortnite and how much time would it take to get it for free and you'll find several obstacles in the storefront alone:
1. What's the cost of a V-buck? Do you base it on the cost of buying the minimum available bundle (1,000 for $9.99)? On the best value bundle (13,500 for $99.99)? Or the one that gives you enough to get the item (there are 2,800 for $24.99 and 5,000 for $39.99 bundles)? And that's omitting the limited time offers.
2. None of the bundles gives you the exact amount required for any of the items. So, do you calculate only based on the V-bucks spent? What about the V-bucks you didn't spend? To get your 1,200 v-bucks outfit you needed at least to buy two 1,000 bundle for $9.99 each or the 2,800 bundle for $24.99. No matter if you didn't spent all your v-bucks, you still were charged the full bundle price, and you can't get the rest refunded.
3. Speaking of limited time, that item/skin/pose you're aiming for is only available for 24 hours. The store has available only 10 to 13 items/skins at the time, and it rotates them daily. If you don't get it before it rotates out, who knows when it will become available again. So the storefront is designed not only to obfuscate monetary cost of the things in display, but also their time-effort cost.