Look, publishers and developers will always try to nickle and dime gamers. That's the sad fact. And who can blame them? People pre-order games and season passes all the time which shows a total lack of awareness. Back in the day I pre-ordered Final Fantasy 7 and got a cool FF7 t-shirt I still have to this day. But nowadays I can't see why I should be bothered to pre-order a game when I know that it'll never be "sold out" and I can download it from Steam any time I want. So why not wait for some reviews? Same thing with DLC and Season passes. Who can forget the hilarious disappointment over the X-Com 2 DLC?
But the good news is that unlike consoles PC gamers have a lot more options when it comes to how they spend their money. And a dollar on the PC stretches a lot farther than it does on a console thanks to annual sales on sites like Steam, GoG and Humble Bundle.
But to fully answer your question I'll say this: gamers will always be seen as little more than open wallets by a lot of the industry, it comes with the fact that gaming is a luxury, but PC gamers have a little bit more of a leg to stand on thanks to indy devs and distribution platforms. Love or hate Steam, GoG, Origins or UPlay be thankful we can get games from more than one "keymaster"; which is how I see the Console manufacturers.