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Some games will use the Sunk Cost Fallacy to keep players spending money again and again.
For a small fraction of the player base, these games are very susceptible to becoming Serious Business, with some players spending astronomical sums just to get the best equipment and Character Class.
Game design jargon calls these players Whales (a term used by gamblers to describe someone who spends extravagant amounts of money on his favorite game) — they are usually the major source of a game's income and how badly you should milk them is a permanent ethical question for any game company.
There's also the need to maintain a balance so that the whales don't become overwhelmingly powerful that they drive everybody else out of the game...which in turn can lead to the whales themselves also moving on to another game after the "massively multiplayer" portion of your MMO is gone.
Contrast Real Money Trade, which is when people buy and sell in-game resources against the developers' wishes.
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