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Gamefreak lost me at UltraSun/Moon. I had just finished regular Sun, and discovered that most of UltraSun's story is the same shit aside from certain deviations near the end. I was on board for every gen since the original Red and Blue versions. But for the first time, I had lost all motivation to continue playing. Then Gamefreak won me back with Sword/Shield. Now, I'm actually going back to UltraSun in order to beat the story and transfer the mons I want into my copy of Shield.
I'm not going to lie and say the current gen is flawless. In fact I agree with many of the criticisms I've seen, and Gamefreak's monetization practices right now are fucking scummy. But the new regions and new mons are the kind of things that keeps me coming back to the franchise every gen. And I'm pretty excited about the DLC islands despite the price. Sword/Shield is perhaps the gen with the most longevity of any previous gen, from my personal experience.