I'm going to go WAY out on a limb here. So much with Square-Enix has changed since 1.0. I"m not just talking about with ARR I mean with the entire company. The way they are handling the trailers, live broadcasts, E3, the media, the advertising on key cards in hotels, and banners on the street is so abnormal for them. And all of these changes happened when 1.0 flop.
The Conspiracy Topic: Did 1.0 really flop, or was it an intentional start to a huge advertising campaign for the entire company product line that was much needed?
If not, it certainly seems to have worked in their favor so far.