It's just how the business works, honestly. The big money is in your casual audience, and they stick around the early days, which is where you'll get your season pass buyers. You need big reveals then to sell your pass, get everyone hooked.
Then, at the end? Anyone who was gonna buy the pass already bought it like, 6-8 months ago: There isn't a need to wow anymore. This is the place to drop your cheapest offer at the end as a small hurrah, close it out, get a few stragglers who the product appeals to, and then cash out and move on to your next project.
Pretty much every company that offers a service does this. Opening strong and finishing strong are not only subjective, but usually not super doable given budgets, time constraints, and whole bunch of other nasty complications.
Basically:
Making things is hard and actually pleasing anyone (in today's world especially) is even harder.