It's only Actiblizz and their monetize everything mantra that keeps this churning out like a factory now.
Normally I find you a tad over-cynical in many respects but I think in this case you absolutely nailed it. Who would have envisioned Blizzard becoming a soul-less passion-less cash factory ten years ago?
As I recall, quite a few people did when the merger with Activision was announced. It just took awhile for it to really sink in.
I give it another year before the people at Bioware also go "Oh... shit." (sorry, slightly OT there.)