Number one reason why I don't spend anything up til now, because of hackers. Don't tell me you guys forget how bad it was from release to June / early July, the hacking was hell, almost every single match headshot aimbot. The hacking got better (way less hacking after ranked was released so between early July til now, at least for normal queue). I think this is one of the reason why some people don't spend.
Another reason for me, some of the skin on the normal store (not event) sucks not worth $20 (bald wraith ew, pathfinder ew, lifeline boring) also can't really enjoy the skin unless you win or you're in a finisher scene. And The store has long rotation and only few selection.
I was going to buy Caustic skin, but don't feel like investing money on a game that's infested with hackers.
But now that the hacking is bearable (almost 0 headshot aimbot, I wonder why it got better), and with the release of good event skins, now I can see my self spending some cash, especially when PvE / co-op is coming. But then one of you Respawn dev had to open your mouth and call us freeloaders lol. Just shut your mouth and take my money dude, stop ruining the mood, my god.