"My simple heresy that I would like to propose for online game development is this: we should be comfortable with customers leaving. For the right reasons, not because we messed up a patch and destroyed all their characters, but because they’ve played the game, they’ve had fun, and they’re done, and ready for our next game. If you believe in what you do, and why you do, it’s not only destructive to your game’s bottom line, but simply wrong to keep them longer than they want to – than they should be there."Amen.
I notice this philosophy seems built into many F2P MMOs. These games were not built for people to live a decade+ in (though I'm sure there are people who do). They are, perhaps, the MMORPG version of 'casual games', and their devs seem to be at peace with that pattern of player gain/loss. Some people may call that shallow, but maybe it's a healthier pattern for many players to move on once that novelty is gone for them, rather that stay in one game past burnout and boredom out of some variation of sunk-cost fallacy, being enabled by devs who also seem to think that's what the life cycles of all MMOs should aspire for (though this would also call for people not being fixated on AAA budgets for everything, as well).