The way this was done is marketing suicide. Look at the reaction its caused. For every dollar earned, the game instead loses players from an already relatively small pool, as well as now getting rubber stamped y the gaming community as P2W, which is the industry equivalent of catching leprosy.
The truth is that having active players doesn't get them any money, they have already sold the game, sold it quite well, single players fans will buy happily the case blue dlc/upcoming 1942 dlc, someone will buy some random commanders, the impact of someone stopping playing because of this is zero: he wouldn't have bought any DLC anyway.
In six months they will release CoH2 super ultra collector mega complete final edition, which will include everything, new players will buy it happily, and they will make more money.