My highly speculative guess is that marketing felt revenue from cash sales was dropping, and it was time to go freemium. Why else the September Update ARX Massacre?
That would imply frontier are not frontier.
To me arx feels like every other feature they've done.. board level brainstorming meeting -> approved idea -> developed in isolation from every possible qualitative interest / feedback, all communication between humans done via business requirements document annotations and uml diagrams every few months.
No more, no less.