We did, a lot. Unfortunately there are not as many cryptic employees are there are fans who play the game and sometimes there are things that will only appear once there are thousands of players trying to do the same thing at once.
this is like activision/blizzard- blizzard runs WOW.
Yeah, and Activision won't EVER try to pull shenanigans with Blizzard. BEcause if they do, Blizzard would probably devour them and then encase them in a Gold-plated swimming pool filled with the same material made to construct the White House. (P.S, Blizz has money.)
Also, they've tried that before. Now they're lacking stable ideas from Infinity Ward. GG.
Side note, and this is just an Opinion...Atari hasn't produced a solid and decent idea of their own since the 2600 came out.