This isn't necessarily true, though. Yes, sure, I'll get somewhere between £2 and £10 of "free" cosmetics a year - depending on how much I can be bothered to max out the weekly limit in the weeks I wouldn't get there anyway - that I'd previously either have paid for or not obtained at all. On the other hand, if it encourages people to play the game more, that could end up making them more money overall in the long run. Even if the people playing more don't buy more cosmetics to top up the free Arx, the larger community is itself valuable.
Or put another way: semi-active player count is probably around 200k, and the proportion of those active enough to regularly max out free Arx is going to be much lower - maybe 10k or so. So it's maybe costing them £100k in "sales" ... not all of which would actually be realised in the first place because not every active player buys that many cosmetics. It doesn't take a lot of people
- buying alt accounts
- buying more cosmetics than they previously would have
- encouraging other people to start playing
...all possible consequences of people playing more than they previously did...
to clear that nominal £100k - and it's not a
massive risk for them if it doesn't work out, either.