Other franchises survive with 500k to 1 million subs just fine. Some on F2P models. I think you overestimate just how much it takes to keep this thing running versus the money they take in. Box sales alone will provide funding for another expansion and probably pay for salaries for a few years. Subs are just the gravy.
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Value added increase. They give you a free boost valued at $60 and raise the price $10. Then again $49.99 is pretty cheap for any game today.