Franchises like Battlefield and Call of Duty are way down the charts from the free to play shooter games.
I think a big part of that is they are usually monetized the same (or even more aggressively) as the free to play games, but you also have to pay $60 up front every couple of years to keep playing because they come out with a new one (nuking any community they previously had built, further fracturing their community). It's like they watch other games make bank on a concept and monetization system and think they can do the same thing, but they only copy the bad parts and then wonder why it doesn't make them billions in a just a couple years.