To vastly oversimplify things, all they need to do is just extend a few zones, tweak a reaction or speed "slider" and boom, goalies would be "fixed" in most of our eyes - the only thing left to do would be to go over the data each year, constantly fine tuning those numbers till you get an exact set that everyone is happy with.
You can be pro profit like any company and focus on mtx all you want but my way of thinking has always been this: Wouldn't a better game attract more customers thus make you more money as well? It'd be the best of both worlds.
Edit: Removed rude comment. -CM
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