It does matter if it compromises enterprise integrity. There is a brand and goodwill to consider, and short-term profit vehicles tend to backfire against lasting long-term stakeholder value. They’ll try to balance it.
Historically in Diablo, Seasons were not new content. Expansions added new content. Seasons offered replayability to old content, which meant releveling to see how the experience is different. If it’s not for you, don’t play seasons. Big ocean for gaming and PoE 2.0 is coming soon.