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What would be the fail condition for GW2?
If all their doing is selling boxes to make a profit then its going to be very hard to make a fail condition for the game because you cant see a "sub reduction" or a revenue loss easily.
If after a year, the game only has 10,000 active players its not going matter at all because the boxes have already been sold right?.
Exception to this is the cash shop, But that relies on people actually buying to from there to make a profit anyway.