Loot boxes themselves aren't cool, even though they have the potential to be. Many see them as representing everything wrong with the gaming industry. That's why this year's developments are especially noteworthy. On the political side of things, the EU and UK Parliament actually conducted separate investigations into whether the boxes constitute gambling, accompanied by a slew of complaints from gamers and parents pushing for greater regulation.
Then there was the EA incident, where fan protests influenced the developer's decision to alter its plans, changing the Battlefront II situation into something slightly more palatable. Sure, the fact that it's a Star Wars game and thus has a huge fan base probably helped, but at least it's a step in the right direction.