As you said, it's dependent upon the implementation and the individual. As in the example I gave earlier, in STO opening boxes is how one collects lobi crystals. Anything else is a nice bonus. I know a great many fleetmates there who open boxes just to collect Lobi to buy things from the Lobi store. "Gambling" for a rare item isn't part of the equation for them. Of course there are those who blow lots of money trying to gamble for the rare item, but they are victims of their own making. Had they done their research, they would have found it is infinitely cheaper to buy keys and sell them on the exchange, then buy the rare item they wanted.
The way EA tried to implement lootboxes is much, much different and should never be allowed IMO.