I don't think anything new is going on with SE. This has been par for the course for them for awhile now, as both a publisher and developer.

They begin by releasing a solid title: Deus Ex HR, Tomb Raider, FFXIV ARR, what have you. Then, they fund more of the same, with additional monetization efforts (attached mobile apps; timed Xbox exclusives; Mog Station; DLC that should never have been DLC). Eventually, when sales flag, they move on to plunder new franchises or titles.

It's really an atrocious business model for their long-term health as a publisher. But, it's what they've settled on. Until, and unless, their stockholders and customers punish them for it, it likely won't change. I do what I can personally - avoid purchasing any of their titles at full price, avoid participating in any of the monetization efforts beyond the base game (and base subscription in FFXIV's case) - and I feel alright with this approach. It's the best we can do, really; a boycott I suppose is one further step to potentially take, but I like a lot of the franchises that SE is busy milking.

At the very least, though, anyone irritated by this stuff should avoid ALL of the add-on crap SE is trying to push on us for FFXIV. The Mog Station, additional Retainer subscription costs, and this pending mobile app, only exist because a lot of people pay for them. And the next time someone shows off their newly-purchased emote or mount, don't ooh and aah - shrug your shoulders and tell them you're not the type to waste your money supporting scummy business habits, but oh yes, enjoy your new toy. It's a start, at least.