They should've just looked at BF4 post launch and thought to themselves "Hey, let's make a more refined version of that! I think that's what the fans have been asking for!"
But no, they had to rush development, add hero-type specialists, notch down the destruction capabilities, remove basic features of an FPS (leaning, scoreboards, incoming medics). I'm fully aware one of those things are in the patch notes for after Thanksgiving, but why has it become standard to release an unfinished game, DICE? Or EA?
Please listen to community feedback, but furthermore, and much more important to your game's and studio's success, keep consistent communication and open up playtests sooner so we can provide constructive feedback before you're too deep in development for features to change for the better! Take some notes on the indie development scene. At the least they are clear when a game is in early access, and sometimes their games are in EA for quite some time before even a beta is announced. Why hasn't anyone taken this approach at DICE? Why are we getting a "beta" a month before a delayed launch? Week long early access, literally a week before official launch? What the hell is this? I have followed this franchise for quite some time, and I love the games DICE has produced when done well, even with the launch issues having been there from the past. But everything I just said, and every piece of criticism coming from fans this time around needs to be not only taken into consideration but actually utilized in the future, for the development team's sake and the people who'd like to keep buying your games.
At this point I have no logical reason to believe this franchise will comeback from these mistakes they've made over and over again. It's time to prove your worth to the community and your stakeholders. When you have your biggest competitor, Call of Duty, doing some things arguably better than your studio has been known for, that should be a huge red flag for future of the studio. Get it together DICE, please. I say all of this because I want nothing more than for this franchise to succeed where it's succeeded in the past and make efforts to bring new people in. Just stop dropping the games identity for the sake of trend chasing. We can see it, it's abundantly clear and unfavorable for those who've stuck around this long. I wish you luck in your improvements as a studio.