They routinely put XI on sale for 66% off ($29.99 to $9.99), and they've got other deals too. Same 50% off of XIV that they usually do.
Only thing that seems odd to me is that they're running their sale over the same time as a Steam sale, and the only Final Fantasy thing that seems to be on sale there is Shadowbringers.
Yup. I laughed out loud when read that JP execs thinks NA players will buy the game because of ADDITIONAL content? (They're clueless, if not just detached from their customers).
To be fair, the Avengers game was billed as a live service game, with free DLC content to be added over time. Sort of like
Destiny or
Diablo III that end up turning things around. From a business standpoint, it's probably a reasonable outlook - the whole point is to keep it selling for a long time, not just a launch window surge.
Granted, they probably would have done better just making a great single player game.