That approach is par for the course for mainstream games now. The average game can now have anything up to 1500 people involved in putting it together and a development budget equal to if not greater than a Hollywood blockbuster. The first day profits are seen as an early indicator of how successful the game is going to be so from the publishers/software house's perspective the longer it can be sold for on day one the better. Seeing as this game took over $800 million on the first day I can't see this approach changing anything soon.