It isn't exactly a case of pure greed when the costs for development have shot up over the years by vast amounts despite the subscription fee remaining the same throughout. Localisation and voice acting needs to be done in multiple different languages which is a staggering cost in itself.

That aside, there's a pretty large market in terms of players with a disposable income and a willingness to make use of it. Expecting a company not to embrace that is bizarre, especially when it helps to mitigate the overall burden of development costs.