Don't forget in the 85 million of players, 50 million of them came when TS4 became Free-to-enter meaning they are players who didn't spend money in the game.
As recent players they don't own everything yet ($1572.91) :
- For $5 they will probably prefer to get a kit with 25 items instead of a maker pack with less than 15 items.
- For $10 Stuff Pack with 60 items + gameplay is also more interesting than less 30 items from maker packs.
- For $20, Game Pack with 150 items + gameplay is better than less 60 items from maker packs
- For $40, Expansion Pack with 300 items + gameplay + world, maker packs can't compete with less than 120 items.
And I don't talk about the Publisher Sale where these players can get way more content than the Marketplace for the same price.
Maker Packs are in direct competition with paid content (EA packs) and free content (CC and Mods for PC/Mac players), the makers should be more creative to give something special and unique convincing more players to buy their products.
The "Collectors" who own everything aren't the majority of the community.