Once the dlc is paid for time in game has no correlation to money they earn. No subscription, no adverts. I would hazard a guess that the cosmetics transactions are fairly evenly spread throughout the player base, with the exception of the truly casual players.
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They make no money from branding, no money from their game being streamed, no future money from their game remaining relevant? Look, I'm not saying it's a bad thing, just pointing out that slowing progression for the sake of extending relevancy is a business decision. Heck, if people weren't greedy our only for of entertainment would be beating each other up in our front yard with sticks.