I still don't understand: Why pull the plug on the game now?

After learning about the discontinuation of support for BFN, I was upset. But what I am confused about, is why did EA decide to stop the game now. Is it a coincidence or irony that the game is stopped, about a week before the Founders' Anniversary. I could see BFN was going in a bad direction about March, when the pandemic struck everyone. But, even before then, BFN had a poor reception to be honest, and yet EA let content continue to pump into the game.

Why? If the game was bad from the start, why wait a year before telling us that you are stopping the game. It doesn't make sense. Is there supposed to be some ironical humour, or is the timing just uncanny? I just don't get it.

P.S. A message to all the ppl that were excited for the announcement and want GW3 to happen. Stop. It's a fantasy and nothing else. We aren't getting a new game, because PopCap don't have the money, time or resources to do so, not even to mention the fact that EA won't let them. We'll have to see how PvZ3 does, but I doubt it will be any good. I think BFN spawned a new sort of art style for the franchise, one where they wanted to appeal more to a younger audience, despite the previous models and designs still being appealing, but also to a much older audience. The layout and design of GW2, made it feel like a wacky version of TF2 or Battlefront. However, how BFN plays is really bad. It just feels 'mushy' and unappealing, and it just doesn't fit in to the audience that populated the games beforehand. I don't know if they plan to make more shooter games; but I doubt it. They will probably continue with tower-defense style games, but I will say the new medieval designs and theme of the game that was shown a few months ago looks intriguing. Who knows? They may create more shooters; they may not. But don't fantasise about GW3, because it is highly unlikely it will happen.