They do not care (strategically) how many people are currently playing this game, they only care how many buy it.
Every company does this, as you need to create income somehow. As long as the game is not heavily monetized on DLC, like Free to Play titles are, the sales are the main source of income. Sadly Relic seems to be putting too much attention on it, to the degree it might be hurtful.
Ardennes Assault was labeled as massively successful by Relic due to the sales. It was initially well received by a lot of the community, but this faded as several underlying problems got visible, yet not fixed. I don't think too many people will today say it was a good expansion, but rather that like CoH2 it has good potential.
With such a behavior they create the problem that they have low retention rates and cannot really create a fanbase that sticks with them. Sure, they get sales, but how many people will buy subsequent games afterwards? Especially in the strategy game market, which has a lot of older or long time players, this deprives them of their audience over time.
Their internal structure seems to be well outdated with how players want to interact with developers today, as well as having a lot of red tape with greatly decreases throughput. And never forget to go to the meeting to schedule the meeting to choose the next meetings topic. #Dilbert