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It was free to play but instead relied on cosmetics purchases & micro-transactions - this model works for competitive PvP live service social games (such as MOBAs) but not Co-Op and PvE games (such as traditional OMD games). And so there wasn't enough money to cover all the expensive ongoing costs that come with a live service game such as servers, customer support, E-sports and other Twitch influencers etc. I still remember they used to have regular streams of "OMDU TV" with influencers and hosts etc trying to drum up exciting content that was clearly meant for a competitive game.
Anyway, if they had of just charged $40 to buy the game outright and ditched the on-going live service model it would have been perfectly fine.