The difference today is that they've perfected their money-making schemes, and have the technology to make them work. Case in point: DRM, DLC, and F2P/P2W.
DRM: Twenty-five years ago, it just wasn't feasible to have any sort of copy protection that wasn't "enter the fifth word from page ten of the manual" or somelike. Now, companies can basically ensure you pay exactly what they want, can't send a copy to a friend, can't play with any kind of shared or generated key, killed the secondhand market with digital delivery instead of physical media, and they've largely nixed things like demos, shareware, and refunds so you have to pay full price and get locked into owning it forever (some exceptions exist due to customer backlash).
DLC: This has technically existed for decades as "expansion packs", "episodes", etc. The difference here is perfection of the scheme. Games are often only partial games that you pay full price for, then additional costs to get the rest of the content. Imagine paying $60 for Knee-Deep in the Dead, then $15 each for Shores of Hell, Inferno, and Thy Flesh Consumed, to say nothing of the $10 "season pass" to temporarily unlock the plasma rifle and BFG in multiplayer. Unfortunately the modern gaming market willingly sustains this, and so companies keep doing it.
F2P/P2W: This is one of the most insidious. There's too much to go into detail (read articles like this or this to get detailed insights), but the TL;DR is that companies such as Zynga (Xville, X with Friends, etc) and PopCap (PvZ, Bejeweled, etc) actually employ more psychologists than actual developers. Their goal? To press every single addiction/reward button in your brain until you can't not buy stuff from them. Even worse, they often obliquely target children for this, because their brains are more malleable.
The reason the late 80's/ early 90's often feel like the "golden age" of developers "doing it for the art" is simply because they couldn't make it work. Nowadays, they have all the tools and knowledge to put you at their mercy without repercussions, and so they've stopped trying to hide it.



