Nah, I just think it's the nature of everything going on, especially in the realm of multiplayer/live service games. Fortnite's popularity definitely brought attention to including pop culture and the like, especially after the success it had the first few go arounds. So much so that in time COD felt it was the right move for them to make as well. Which I know a lot of their fans were (are) upset about as they never suspected COD to receive such a treatment. I just think it's an easy way for multiplayer games to make more money, as well as the IP/brand they're collaborating with.