I've played DDO at many points throughout its existence and I can tell you for sure that it didn't have anything to do with LOTRO (which also got a similar rebranding and rebuilding and F2P transition almost around the same time as DDO).
One thing you're right about though is marketing. I think I saw one ad for FFXIII, for FFXIV it was only in-store media (like the inserts that go over store security checkpoints, and posters and magazines) and the rest was E3 and word of mouth.

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