Some say it all started with the horse armor.
When Bethesda SoftWorks released The Elder Scrolls IV: Oblivion for the Xbox 360, gamers had an option to pay a whopping $3 for horse armor. This horse armor didn’t really do anything to protect your horse. It was just a skin that you could buy if you were feeling generous and wanted to give more money to the developers. There was quite the outcry at the time; especially since that same horse armor was free in the PC version of the game.