Technically-not true. Anet make money from selling the game. If people buy the game, then think "I don't like this, what a waste of money", they have wasted their money, and before you determine success based on revenue, you should subtract the figure of everyone who thinks the purchase was a bad idea. But you're right in saying it was probably a success for Anet.
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You buy it, then decide you dont like it, but Anet still has your money. As there are no subscription fees, Anet still wins as they still have your money.
If this was a subcribe-to-play game then that changes As future revenue would require people to like it. But as its a one-off purchase, Anet has made their money out of you.
That's why there as so much hype around GW2. The more people they can get to buy it, the more money they make. Whether people like it is irrelevant when it comes to measuring its success. It's all about the number of key codes sold. Nothing more.
Max