You forget that they also got an Eorzea cafe in japan & those Eorzean symphony orchestra concerts.
Oh and almost forgot those Fanfest stream when they announced stormblood and everything that comes with it, they asked 30 euro per stream seeing many people with Yuna Rikku or Lulu minion i can only imagine what they earned from that.
And those amazon events were you need to buy 20 or 30 euro of square enix games or merchandise idk to get that nimbus mount or that white fat chocobo.
All thanks too FFXIV and they still can't keep their .... in their pants.