With most business it's all about the numbers. You can cry for changes all you want but if the numbers don't match then there will be no change. With regards to ToO, back in year one the percentage of players who made it the lighthouse was to high. People would make a quick run and stop playing. They implemented a new system back when TTK launched to reduce the percentage of people making it to the lighthouse to roughly 10%. The harder it is, the more you will try, which will increase the number of hours played. The more you play the less time you will spend playing another game (competitor). The rise of the "carry" turned Destiny into a E Sport generating thousands of dollars on Twitch.