Bingo. I'm pretty sure this is just an attempt to move more DLC and pump the Civ franchise for a few extra bucks.
But for god's sake, take the Hulu approach.
Both Origin and Uplay were a hot mess last time I tried them, when if they'd cooperated they would have had the resources to surpass Steam. Short term thinking at its finest.
This was driven by the seemingly "easy" profits from the GTAV Online marketplace, and also why Grand Theft Auto V has also gone free, with bi-yearly "big crimes" that players can buy into.
Same is true of XCOM, which they also own and has been releasing yearly DLC for.
I find this sort of thing a bit short-sighted because although I loved all three of these games, I still get bored of the same mechanics and would rather dive into something new.
If they're putting DLC deployment ahead of fresh IP development (which they seem to be), then I guess that's why I sold my TTWO shares yesterday.
It’s an unfortunate sign that they may be moving away from paid, yet substantial expansions.