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Actually I started to lose faith in S2 around 2 months after retail (which was a month sooner than the last DotA port). Two months after retail and there was still no sign of a good match making system and a map editor with custom maps (
http://forums.heroesofnewerth.com/showpost.php?p=1912467&postcount=16). Around that time they added the DC icon and their netcode went to shit. They were too slow with updating and improving their game. Took them 2 weeks to nerf armadon whose quills did double the damage. Took them months to nerf chalice. Took them months to invent chat disconnect for casters to avoid getting spammed. Took them months to fix the interface so you could control multiple units like you could in any modern RTS. Took them months to stop pause blocking.
Obviously S2 kept treating their customers progressively worse as time went on. They could not maintain their game at the rate people consumed it. However when the shop first came out it was sort of a lateral move. The shop didn't really do much to effect the game, as you can mod the game pretty freely. You're wrong about S2 forcing you to buy coins. The only people who say that are poor people and/or children. But given the fact that S2 can't maintain their game and they make terrible decisions all the time, you just knew the shop was going to sell some questionable garbage down the line. Obviously the EA program is a shit on every legacy owner's chest.
If you read this blog post about how Maliken is a homophobe/bigot/racist/shitty idea guy (
http://gay-nerds.com/site/industry/really-s2games-really), you'd find out that the shop was planned well in advance, like 6 months before it was released to the public. EA was also discussed months in advance (
http://www.reddit.com/r/HeroesofNewerth/comments/j400l/an_s2_designers_viewpoint_on_f2peapwe_are_our/). The stuff they did was not really made in haste to make quick bucks, but it was more like burning bridges and milking customers dry.
I think you're getting confused about people's love for HoN and hate for S2. Just because you like HoN as it's the best game of it's genre doesn't mean you like S2. Just because you wear Nike doesn't mean you support their child labor practices. Just because you like McDonald's french fries, doesn't mean you like their burgers. Since every company is run by humans they are flawed in some way. It's just that in this instance, S2 is actively pissing off their customers. Nike having 8 year olds make their shoes doesn't really affect you on a daily basis. S2 changing the model of their game make you deal with it every day.
This game was probably doomed from the start, as the CEO is not only a homophobe/bigot/racist but also an un-innovative leech. He copied his fucking porn business from his college roommate.
It's successful, but affiliate programs are sleazy, just like micro transactions.