Ultimately, the main motivation for a new expansion would be to get people to resubscribe (which I assure you would most definitely happen, as you can see in this thread alone). The profits would not be just from expansion sales, but mostly from monthly subscriptions. Even if it was very short-lived and would only keep people playing another 6 months, that's ten times more than what they'd make from the actual purchase of the expansion. And 100k is a low estimate in this regard (FFXIAH is currently tracking ~260k active characters and in times where multiboxing is becoming more and more common, the demand for same-account mules is going down, especially active ones). Server maintenance is a constant cost (they'd have to pay it with or without a new expansion), so after the initial release it wouldn't cost them anything extra.
I'm reasonably certain it would actually net them a good $10M if it didn't completely suck.


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