In a perfect world, game publishers wouldnt have to rely on loot boxes to ensure their games were profitable. However, just because loot boxes can be profitable doesnt mean they also have to be exploitive. There are plenty of ways to implement loot boxes in a fair, consumer-friendly manner, and its up to game publishers to realize and acknowledge that the pursuit of profit doesnt need to come at the cost of gamer goodwill.
Source: N4G PC Can loot boxes become more consumer-friendly?