The predatory game monetization tactics of today began with Microsoft. After experimenting with paid DLC for its first-party titles on the original Xbox, Microsoft planned to launch the Xbox 360 with a storefront populated by the newfangled "microtransaction." Speaking to WIRED in 2005, Microsoft described the microtransaction system as one that would provide a profitable new revenue stream for publishers - one they would be foolish to skip out on. According to USGamer, Bethesda was the first third-party publisher to accept Microsoft's idea, offering a pack of in-game horse armor for Oblivion players at a $2.50 price point.
Oblivion Horse With Elven Armor
This resulted in outcry from fans who found $2.50 far too expensive, especially for a cosmetic item in a single-player game, where no other players would even see it. Speaking about the issue later, Elder Scrolls director Todd Howard claimed Bethesda had tried to price the pack lower, but someone at Microsoft insisted on $2.50.
It seems like the only thing Microsoft really forced onto Bethesda was the price tag, Bethesda was all too willing to start loading up their game with microtransactions.
Nobody forced them to do that. Some people just do things out of passion. I actually prefer those. It's not all about money. They probably wouldn't say 'no' to a paycheck from Bethesda but on the other hand they never promised them that or signed any contracts so I don't see a reason they should be expected to do that.
On another note, we have an example of Malukah who was hired to perform as bard in ESO so that's pretty cool and well deserved.