OSRS as a product is unique in the MMO space because it really is a product of passion. RS3, the former Jagex cash cow, was a product of a private equity. Now, after over a decade of profit extraction, everyone I knew who played it has long since quit because the updates became sparse, the artstyle because sanitized and generic, and the game mechanics became predatory. I don't blieve that any specifics have ever been made public, but the general understanding is that OSRS is largely unmolested because the playerbase were provably people who violently reject microtransactions, and the private equity owners would have killed their best possible investment by modelling it after RS3.
Jagex the company, for all its success, is a bad game studio. Look into all their shuttered and unreleased games, and their declining playerbases. Christ, their Transformers Universe game went live for a public beta and was shuttered after 2 weeks with full refunds, at the development expense of Stellar Dawn. OSRS is an anomaly that Jagex is lucky to have, and not something they are capable of recreating.