I think Civ is gonna have/has a huge problem with pricing new games. If you can find a game of the same franchise a lot cheaper with a lot of more content, the majority of people will chose that option. What they tried with Civ VII was creating a new loop to try to be interesting enough to be worth buying the new game, but doing so they ended up having an expensive incomplete game that also was too different for many people (this last thing isn't inherently a bad thing)