Well buying a game is not the be all end all anymore, cash shops it were it's at now but in order for them to effectively milk a playerbase you have to manage to keep a significant community and a general level of positive attitude towards the game to do so. So even if BF2042 sold initially well it's not like the CEO is like "Good job guys, just keep doing the same!" Quite the opposite in fact as EA has been scrambling frantically to try and fix this with sweeping management changes.