The real reason was glitchers, then the real reason was Watch Dogs. How do I know this is the real real reason? I think the real reason is the new smurfs movie.
Smurfs are exactly the reason. Rockstar is trying to incorporate into their heists a similar concept to the infamous Smurf's Village microtransactions bonanza, where a wheelbarrow full of Smurfberries, needed for game progress, costs $60 in real world money.