They know very well what they are doing, as WoW did at this stage in the life cycle. Appeal to those with the cognitive capabilities of a potato. Depth of a puddle is the new norm and with it, people should have known better than to expect anything to change. When you market to the lowest common denominator; yes you can expect profit surge from short term interest - but a lack of potential personal development/skill attainment remains unfulfilling and thus boring long term. Retention is no longer necessary. Just the printing of short term en-mass entry passes.