I think a balance between that "Big Business Mentality" and genuine interest or a decent level of understanding of all echelons within the development would contribute to a successful name. Capital is something that will always be needed to progress / maintenance on the current project, fund future projects or to get those involved to where they are trying to go. Everything is a stepping stone leading somewhere else.
While some groups really can be ruthless with money earning tactics, like Black Ops 3 taking advantage of the "Chance Lottery" causing millions of underaged people across the globe to take part in this "Legal Gambling". Spending money in order to earn Tokens that are then spent on a virtual lottery of items that will help them customize their character. A feature that is not new to the gaming community.
Can we say they are right or wrong. Maybe, it would depend on the point of view. You could say they are betraying the trust of the fanbase, by taking advantage of them, but in the end it will always be the consumers fault for falling for such easy money grabbing tactics. [Myself being guilty of spending hundreds of dollars on Black Ops 3]. "Yes the game might be cheap or even free, But when you see something you like and you want it you spend for it" That was a quote from a good friend of mine, and he is right. When you put certain things in front of the consumer they will buy it. They want it, and they will try to get it. I can't really see myself blaming "Greedy CEOs" or anything of the sort, I can only blame the consumers for it.
Only problem I do have with these tactics, is when they have the audacity to request such large sums of money for almost menial and worthless virtual goods and do not "Give back to the consumers". For example Elder Scrolls Online. $20 for a horse. Yipee. Even worse, those past typical mmorpgs I don't feel like even listing. $60 For pretty costume. Double yipee.
As an aspiring game developer, I believe in a balance of that big business mentality to keep the ambition, and drive going. While staying an active participant in the development, and understanding the various moving parts from the player and developer point of view.