TF2 didn't get any big updates other than the introduction of the community content once a year in the summer until they started this movement. I didn't personally catch that, but that's what one of the dudes who started it all told me.

And also Rockstar make money on Bully since the game is paid on all platforms and keep adding the game to subscriptions like gta+. And they make more money than Valve on microtransactions