Ok... lets presume all 3 milion players that play Guild Wars have all 3 chapters (wich they dont, but lets presume). So these people payed 150 dollars to NcSoft.
3mil x 150 = 450 million dollars at all these years.
Now World of Warcraft gets 1 BILLION dollars at YEAR. (i dont remember all the numbers but its about 1,2 billions)
What do you think they want to do?
With this money they can pay people to create lots and lots of updates with lots of features and will attract lots and lots of players. And will get lots and lots of money (wich is what they want)
Get real, they NEED money because its what runs the whole world. Put yourself at their place.
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