From what we know from YT/streamers who were invited prior to the announcement - the developers believed players would recieve all of the radical changes well once they got a chance to play it.
The price of the most expensive pre-order is also standard for the super deluxe edition of other AAA games. So I don’t really believe any conspiracy regarding inflating prices to prey on blind customer loyalty or even a belief the devs thought the game wouldn’t land well.
I personally think the devs are still in a state of disbelief regarding the reception of the game and continuing decline of concurrent player numbers. The patches that have come out have certainly been excellent polishing jobs, both smoothing out and buffering blemishes and rough points of the periphery of the game but we’ve yet to see any legitimately systemic change or even statement to the many complaints regarding core systems (of which over 60% of negative reviews mention).
I also hope they didn’t pin their hopes on the VR launch to make a big splash. It’s received even more of a negative reception and many reviews downright claim it’s barely playable.
It's very easy to imagine the development team, having worked on the game and with the system for 5 years, basically gets things in their mind in a certain way. And when customers get a hold of it, basically have to learn it all fresh, and thus becomes an over-bearing challenge.
I'm guilty of that. I design things, I use them, I refine them, I know how it all works. And then you give it to someone else and what I thought was "easy" and "obvious" suddenly isn't. You get some of the early previews, people complain a little about the UI, and they get it in their minds "oh yeah, let us update the resource icons a little, that should help", when in reality, it was vastly more than that that needed fixing.
And I think basically the main points of argument have all fed into each other to create this cycle. I think they went a little too wild on leaders, thinking they could get away with a bit more variety in the roster, but didn't expect the push-back on that that they got. The UI was rough and needed fixing, but they probably also figured "yeah, ok. But let's get some feedback on it, and then we can always tweak it". And then the whole civ switching, probably felt a little in the "it's a change, but once people get going with it, they'll like it."
But the problem is that when you compound those points - the civ switching and leader selection maybe has a few more people hold off on getting it off the bat, waiting for some reviews and feedback. But the people who did get it and get in had more trouble than expected with the gameplay, which led them to negative reviews. I don't think any individual piece necessarily is trouble. But when combined together, they all hurt each other. People might have gotten around on the civ switching if it was "here are 20 of the greatest leaders in the history of the world, play an epic adventure of Napoleon vs Genghis Khan vs Queen Victoria", but you hesitate more when it's Harriett Tubman vs Ibn Battuta vs Jose Rizal. Or if the gameplay and UI/UX was just a fantastic experience, people would play and have fun.
I do think once they get the gameplay all cleaned up, once we have a few more fan favorite leaders and civs on the roster, and once you can get it for less than 120$, it will shake out as a good game. The big question is how long that all will take, will it languish for long enough that by the time they get there, it's kind of old news and people will have forgotten about it, and not be excited to pick it up again.