I would add that it generally doesn't happen all at once.
$50 here, $60 there. Do that a couple times a week and in a few months you can realize that you've made an astonishing amount of deposits.
Here's the kicker:
Your attitude about a given behavior is usually formed by your actions. (People think that their attitude determines their behavior, but this is most often not the case.)
This can result in "Holy Shit, I've spent two thousand dollars on a game, not cool!" quickly turning into "Hey, it's perfectly acceptable to spend thousands of dollars on a game."
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