Lots of things changed since 2010. I don't think that I've to tell you the whole story.
Actually, because I care I say that. To give you an example, I really liked BioWare but they eventually took some decisions that made some of their games not really up to the standards that they always holded highly. That disappointed a lot of people in the process, and hurted the name of the company to the point that they had to adapt and make a move. Even then, the trust that they had is not the same as it was before, and they'll have to regain people's faith in the future. Standards might change, but when they're unjustified they're usually bad changes.
Companies have to get money after all, that's one of the main reasons why they exist. But there's a limit to what some of us can accept in regards to the hard balance between greed and good will. That's why EA and ActiVision aren't the most loved of the publishers out there, and the same can be said about other companies like Nexon and Co. The situation here regarding retainers is one of these changes that seem uncalled for, besides for pure greed. And some of us don't really understand the change and hope that SE listens (as they've done in the past).