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.
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.