Because it's important to ignore the fact that a large number of people don't like your product...
Sadly, it worked for them in FFXI...
I'm of two minds of this.
One, I'm laughing my *** off at the publishers and the people who did, in fact, tell the developers to releace the product by a specific date. That was a majorly bad decission on behalf of management and I'm of full confidence that the developers could have stood to have at least another month or two of Alpha/Beta to polish the prouduct (and likely asked for it and were denied.)
I also, ironically, agree with BSphil in saying that if the company is inclined enough to tell reviewers not to review it, that they should extend the free trial time as well. I enjoy the game and I will defend it for it's good parts, but I won't defend dumb company management. (And yes, publishers and developers are two entirely different entities, just look at Activision/Blizzard and Infinity Ward: Which one do you credit for Modern Warfare 2?) It's not the first time they've awarded a free month either.
This isn't the first time I think SE's managment team and Development Team have been at odds with each other, and the company as a whole suffers for not listening to the developers. They could have saved a lot of initial ongoing subscriptions by keeping it in closed beta till it was more ready.
All this is, is Damage control, and everyone knows it. But if they're wanting to buy more time for the sake of the game's development and reputation, the first place they should be shelling out their money is to the subscribers. (Even IF I'm enjoying the game as is.)