It's both fault. Bungie didn't have to partner with Activision if they didn't want to. If they hadn't like the deal Activision proposed they could have said no. So if they had said no Destiny would probably have been a different game. But seeing as they said yes to their deal they did read through everything and agreed to all these bad things. Like endless of DLC. It's pretty much both fault. Activision having this kind of marketing and way of doing business and Bungie accepting it as okay.