Like they did for 11 years with FFXI? It's their most profitable Final Fantasy game, and it has no cash shop.
Wanna know a great way to make the "most money"?
Putting all your development resources into content that can instantly be enjoyed by all your subscribers (helping retain them) without limitations, instead of diluting your resources and shifting your development model to try and make your users buy as much stuff as possible.
Which i what they did with XI, very successfully.
Paid services and microtransactions are two very different things. Next thing you'll say in your endless grasping at straws is that the monthly fee is a microtransaction.
Try harder.
