Bunch of money in marketing = Better games. Better games = $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ duh. 
It works for Rockstar and sporadically for Activision. The problem is that every publisher with money is thinking they can replicate the formula with every game.
You'd think after 2014 which saw Thief, Far Cry 4, AC: Unity, Watch Dogs, Destiny, CoD:AW, Titanfall, DA:I and even TES:O come out to lukewarm sales, that perhaps needing to sell 5 million copies just to stay even is not a sustainable business practice. But no, the problem isn't bloated budgets, mediocre games at launch and too many eggs placed into AAA baskets, the problem is that they haven't found enough ways to nickle and dime the consumer base.
It's trading consumer confidence for short term profitability. They're banking on gamers being passive. And for the most part, they're right. It doesn't help that gamers are smeared as 'entitled children' by a corrupt press when they speak up.
Perhaps a total crash isn't going to happen, although I'm in the kind of mood where I think one is inevitable if this keeps up. Maybe we won't see a THQ style collapse, but the market is eventually going to correct itself and there will be a lot of layoffs and cancelled games before this is over.
I just hope all this pain leads to a return of the AA developer. Distinctly not Indie, but without the huge teams, bloated budgets and obscene marketing campaigns of the AAA.
Just as a side note to the people defending this by saying that modders deserve to be compensated for their work. First off, it's voluntary work. If modders leave, it in no way affects their livelihood. Secondly, modders get 25% of profits. Bethesda and Valve receive 75% of the profits. That should really tell you who this move is aimed at helping. Protip: It's not the modders. If this was really about the modders, they'd institute a "pay what you want" model where users could donate to modders and Valve/Bethesda's cut would be 10% each or less. This is about using modders as a subcontractor for content creation (DLC/Microtransactions).
Or worse yet, as bugfixers if mods that fix bugs or improve functionality get hidden behind paywalls.