As stated above, money spent on crystals in game gives same rewards as WalMart gift card rewards. CG keeps pure profit and everyone gets Scavenger Rey who is willing to pay.
EA/CG has a ton of in game sales they could do, but choose not to. Battlefront 2 should have come with a unique SWGOH EliteTrooper or Elite Forces Tie, but they, again chose not to. Blizzard finally figured out tie in promotions for all their game platforms. Do achievements in Hearthstone and get a free mount in heroes of the Storm and WoW. Unlock a WoW ‘chieve and get a special weapon and banner for Starcraft and Diablo.