Because they figured out a way to make money elsewhere. Like GTA online. Like how EA got rid of their "online pass". Bungie was putting out $20-$40 dlcs as a way to make money. People were upset. They are realizing that people are flocking to ftp games. And that people want to try it before they buy it. And people will spend money of given the option to do so at their own will. Thats how MMOs have survived this long.