@Brian Dota 2 and Rocket League do the same thing and I love it. The items are purely superficial so if people want to blow their money on it, it doesn't impact gameplay at all. This way a game can continue to grow and garner developer support long after release unlike the yearly flavors of CoD and Battlefield.
Take Dota 2 for example. The prizepool for their International tournament in 2013 was ~2 million USD and today thanks to its growth it is greater than 22 million USD. This pool is purely funded on the same model of opening a crate, treasure, etc. with the chance of getting 1 out of so many possible items per container.
The traditional model of $60 for a game and thats it is over since developers are expected to continue to update and support a game long past the point of profitability. The simple fact is that if people don't like crates, they don't have to buy keys to open them and can essentially vote with their money.