It’s not marketing. It’s designed to get players to pay for a subscription. This is not a free-to-play model. Notice how there is an extremely limited cash shop. If this were really free-to-play we would be able to enchant our guns for $10 a pop and +1 our armor reppers all the way to +15. But at +7 you have to buy items from cash shop.
Stop grinding isk to play the game and pay the money for a sub. Or at least stop complaining about it, because no one can solve this problem that you have created for yourself.
Edit: Forgot about the lootboxes. You want loot boxes? No? Pay for a sub. I don’t want a loot box with 0.03% chance for an officer module and a party hat.