It looks like they want to do this but I have also heard them speak about the limits of how much you can actually put in a game before you max out the capability of in particular consoles. A game can't keep expanding forever until it hits a system limitation wall. I imagine this is less of an issue with PCs of course. And the next gen of consoles will expand limitations. But if next gen was the solution then at some point all of us on current gen would likely be faced with expansions that are not supported until we buy new hardware.