I mean I was purchasing the expansions and the season pass. And on games that I feel I'll stick with for a while I even get some cosmetic stuff at times.

I doubt it is even a matter of them measuring the profit. I imagine that a lot of it is they (and many other gaas games that aren't pay to win) are trying to be the only game a person plays. To make them feel devoted to it. Like they would have wasted so much of they give up (sunk cost fallacy) and that by switching games they'll get behind in their main game. Because of they aren't profitable with a repeatedly paid game and season pass off of a person then they have some real bad management. In fact, me paying for a season pass and the expansions and using the server less should make me more profitable than most players except for the whales that buy all the cosmetics too. Especially when Fortnite and Warframe are f2p and profitable.