The huge problem square has is they have big number mentality.
They don't seem to realize that the way almost every mmo is profitable these days is by feeding a niche, ffxi has an amazing niche but they are squandering it by tryting to copy the template that is failing to work on xiv.
As I said before if they just wake up and see how amazing this game is they could increase profits, sadly they will probably never do that.
They even have this idiotic mentality on FFXIV which is incredibly sad, both of these games could be much more profitable and they could take pride in them both. Instead they just see them both as embarassments due to lower player numbers than they would like and run them into the ground.
Please look at the mmo market square, you will never make another wow so stop trying to.