Failure to condition the audience to different and instead playing and encouraging the userbase into third party hands, and now into direct competitors hands.
Now all of the sudden... rush to GaaS as a "solution". The FPS race was also lost during the PS3 era and this GaaS era is but an extension of that. Same players... same genre's albeit a shake up in the IPs... (Epic - Gears - PS3 era, now Fortnite - TPS shooter, ABK - COD FPS, EA - BF, now Apex - FPS, Bungie - FPS, Halo, now Destiny).
Meanwhile over at Nintendo...
Totally deserved. This GaaS push is literally and verbatim the FPS rush of the PS3 era redux. At least Bungie is in house now, except the competitor got an even worse weapon.