I wouldn't say they're at the hellscape stage yet. They need money, but they still haven't locked in enough customers to start outright abusing them. So they use middle of the road approaches like their quests, stores and cosmetics to get some extra cash while also having these things be completely optional and beside the actual messaging experience. Only after they get big enough will the hellscape stage start - perhaps, banner ads, automatically joining sponsored servers for users, clawing back essential features to put them behind Nitro, stuff like that.