So everyone, huge insider information from someone with the initials of Peanut Boat..... who used to work with DICE, has told me they no longer wanted to be with the company because of this exact bullshit game they were going to produce.
Plans included this EXACT marketing plan. TO THE FUCKING TEE.
1) Alienate the base causing massive PR hype (Negative)
2) Bury the real MTX system behind crafting, deflect to Heros. Plant forum posters to talk about the hero system and how you cannot be vader or luke.
3) Come back and PR correct with lowering hero costs along with at the same time lowering rewards.
4) Pause 1 day.
5) Suspend MTX system entirely. Leaving the same progression system. PR positive hype on that alone, ignore current progression system.
6) December 19th, 4 days after the movie, re-release same MTX system.
7) Drop price to half on day of movie launch
8) PR will be gone by then. But we still reaped the benefits of bad press - It's Star Wars no one will care. Gamers are stupid. We want the other 99% who don't know anything about gaming and buy this for their kid who just walked out of the movie.
I guarantee you this conversation happened.