It has to do with their business model and style of game. As a F2P product they benefit most from people simply playing the game as much as possible and occasio

It has to do with their business model and style of game. As a F2P product they benefit most from people simply playing the game as much as possible and occasionally seeing little things like ads or other players' outfits pointing towards the store. The game is very replayable so it works well with a regular content schedule to remix the game a bit and keep people coming back each season. And I gather that you believe this is The one dev - there is a sizeable team making this game.