What you're seeing, is the invisible hands of Zenimax's corporate suits at work. We first got an inkling of their presence with the Horse Armor DLC for Oblivion, just dipping their fingers in the water for a feel, but they got ridiculed so bad for that the corporate suits backed off for a bit. The next time we felt the invisible touch of the corporate suits, is when Skyrim was prematurely rushed out the door for the 11/11/11 date. Then, the corporate suits had a not-so-subtle grasp on Elder Scrolls Online, with the ridiculous Imperial Edition (which completely went against what Paul Sage said). Then, we saw the corporate suits make a blatant cash grab with the "paid modding" debacle. Now, we see the corporate suits have a vice-like iron grip over Fallout Shelter, and are milking that cash cow for every drop they can get.
When a gaming company becomes too large with too much success, the corporate suits notice and take it over, turning it into just another EA/Ubisoft.
https://www.youtube.com/watch?v=soIYopjs2a8