Other. Character customization. Before this Gen it was offered in select games but now it seems that in almost every game you can pick the look of your character. Also, the idea that new armor or weapons had their own unique look was available in previous gens but not nearly as much as in this gen.
If you fell for it, it isn't cheap. It is just something that works on you. Adapt.. Or curl up in the fetal position, your call.