For me they are killing the goose.
replyWoW has become quite soulless after the changes where everyone gets the same end game equipment but you have to grind upgrade currency to improve it.
My wife and I used to play quite a bit but it doesn't really engage anymore. Perhaps we are getting too old, but we should be in the correct customer segment (mid 40 years old).
Now I have spun up a local wotlk server with player bots powered by ollama which is actually a bit fun again.
I agree, that approach to game development is soulless. I don't really play any new video games anymore. In the rare instance I do play games, it's something from 15+ years ago. The games were designed to be played, beaten, and that was it. It wasn't an effort to keep you locked in forever. It became that. Then it became a soulless effort to keep you locked in forever.
replyUnfortunately, soul doesn't matter. The quarterly statement does.