You think those profits are coming largely from box sales?
Remove the box sale barrier to entry to get more people playing and hooked into the game -> generate more profits through microtransactions sales. No part of that process is a mark of success for a B2P title.
It's not really even a move that is going to make GW2 or HoT a better or worse game. It just makes it easier for ANet to make money off more people that would rather pay for doodads and trinkets than gameplay.