This issue isn’t really the money -> gratification conversion, it’s the addictive nature of the process. If I’ve done everything I can to addict you to my product (to remove your ability to decide for yourself)... I’m in a morally bad area.
I’m of the opinion that some of these addictive response patterns should be banned from games flat-out, whether or not there’s a direct connection to someone’s line of credit.
If heroine were free, it would still be a problem for those addicted to it, if not for very long. (Although no one would have a financial incentive to get other people hooked, so it’s an interesting thought experiment as to whether use would increase or decrease).