You seem to be assuming there is a problem and issue here when there is none.
Are subscriptions and the player base growing? Yes.
Do we want the subscribed player base to continue steadily growing? Yes.
Do we care if our MMO player base can compete or is as large or successful as World of Warcraft, The Sims, or Facebook Poker? No... this "game" is more of a passion and hobby to many subscribers, moreso than your run-of-the-mill MMO community that usually thrives around being brought together in the newest, latest and greatest genere of their preffered entertainment. Those players are more like sheep following the popular and trendy MMO herds on the open plains of the internet.
Will HTC ever spend as much on advertising as franchises such as Coca-Cola, Geico Insurance, EA Sports, <insert the latest hottest slop for the trow of the masses here> reality TV show, etc. to become a common name around the house? No.
Does HTC need to spend more on advertising to become (out of either desire or necessity) as big as Coca-Cola, EA Sports, Activision, etc.? No.
Do we want HTC to spam us with as much junk email as the "big boys"? No.
Do we want HTC to inform us of every single action involving our accounts (particularly normal and "as it should be" activity)? No.
Gas and electric rates vary, of cource if you've ever paid a utility bill you'd be well aware with the differences between a variable monthly utility rate (liek the gas, electric, water, phone... and don't even get me started on variable taxes per the rate of your consumption and per your local tax laws) and a fixed service-fee rate (like AH), my AH has cost me $15 flat last month, this month, next month, and the past umpty-hundred months. They don't need to email me every month saying "thanks for another $15, enjoy the game", and if I was given the option to be notified or not, I would choose not to be.
Do I want more junk mail in my email? No. Do I want yet another random alert telling me about something new in a game while I'm trying to finish up a presentation in the office with the hopes of getting home before midnight? F!@#in' hell no! Would I rather it be posted on the front page of HTC's site for me to view and further explore at my leisure? Yes.