The game is ridiculously popular and has a fan base that has means. Release paid DLCs, or even an entirely new game but keep monetizing. Free updates forever seems silly.
I agree. As much as free updates forever is great for those of us who get free stuff, modern games are already ludicrously inexpensive. The average new NES game would have been about $60. That's about $120 in today's money. Compare the average NES game's content and replay value to what you get today for $30.