I'm convinced that EA's main screwup was not making it clear enough that all post-release DLC was going to be free, rather than splintering the community by charging for individual packs like they did the previous game, and the loot boxes were one of the ways they were going to recoup that money to continue development. Maybe like Microsoft's original vision of the XB1 - a bit TOO different to be accepted, and clumsy in execution = rejection by the customer. Interestingly though, a lot of the trends that MS foresaw (most games being bought digitally, further adoption of "games as a service" models, netflix-style sub models like EA and Xbox Access) are proving to be correct, but it's just a case where the customer base wasn't ready for it. Sort of like the Apple Newton.