I think engineering a reward system to cause others to miss out IS extremely immoral. It's a forcing hand tactic devs use to literally make it so the player base has no choice but to engage in the content they wish the players to engage in, whether they like it or not. People shouldn't be punished, as they currently are, for having to undergo Hospital treatment, where they end up missing out, but wanted to still play the game and receive new content. EVERYONE should be entitled to game products and services, NOT a select few.
From the company's perspective; The ultimate goal is to get as many customers as possible to engage with products, typically when they are released, in a limited time frame, based on interest spans. I don't have a problem with them using whatever means they can think of, as long as it doesn't cross the line of what is acceptable. Since the barons don't want the industry to be regulated, because of "freedom", we see the shady tactics making themselves right at home with no legislation to say 'hey, that's not fair to make people stress unnecessarily over what is just a game'.
Players are being forced to have to juggle multiple accounts just for what? So they don't "miss out". The shady practice is to make players miss out as a punishment. That is the immoral offender here. If the devs kept the content morally clean and user friendly, I would participate, but since it's full of unnecessary drama and stress of making me permanently "miss out" on advantages that only a top percentage will get, I'm just not going to engage in that and their main objective has shot itself in the foot, (getting me to engage in the content by trying to force my hand through psychological manipulation).
What I think they should do to avoid breaching codes of conduct of customer rights is to offer the rewards as they are designed, BUT remove the top percentage and have it given to anyone who engages at all. They could even retain the percentage algorithm, offering in-game credits ONLY.
Release the game reward asset to the rest of the player base who didn't contribute anyway, as an item in the ARX store. (since it is only being used to get players to engage en-mass at that time- in order to generate time-sensitive interest). Those who participated get it for free, hence it is REWARDED TO THEM and sell it to everyone else, who didn't put the effort that the participants DID. This does not breach rights or practices of moral code but it retains the dignity of those who did OR didn't participate equally.
This is not rocket science. There really does not need to be such punishments being dished out to customers- they scratch their heads wondering why sales stagnate? Unbelievable.
references:
FOMO - Fear of missing out; Tactic used by industry to psychologically manipulate player base into feeling stressed and ultimately punishing them by missing out, if they do not engage with new products and services/ and/or purchase such in a certain limited time window.
Regulation; Legislation applied to business markets in order to ensure safety and to protect Human and statutory rights of individuals, be them customers or members of society in general.