We might also not. I'd like to point to the sort of misguided efforts many corporations (at least in the US) have adopted on account of the quarterly profits mindset.
E.g.? Had a friend's company announce mandatory 1-week Q1 vacation time for all employees. Reason being that they'd then have to keep less cash on hand to cover the vacation time, so though they'd lose a week of productivity, for this quarter they'd have more capital. Thus, less need to borrow. Thus thus, better revenue:expense ratio. Thus thus thus, appearance of higher profitability. (Reason why it's important to look more profitable this quarter is unknown to me.)
Is that ideal long-term behavior?
Short-term focus means that you can't make hard decisions as easily. I.e., if Blizz had to sell Cataclysm to people without a sub model, they might be trying to convince people who hadn't been around for months that the game was still going in the right direction. Would that whole controversial healing model change have happened?
Whether you think it was for the best or not, point is, could the company even take steps like that if they had to optimally justify every expansion to every customer in order to stay in business? I.e.: If you only buy an expac every 6 months or so, you critique each purchase a lot more than if you just have a monthly expense.