No, FFG did something. What people are asking for seems to be a mix of something else, something more, or a whole hell of a lot of something more, and of course the point that the OP brought up, something that is enough for everyone present.
Personally I wonder if the purchase of the SW license may have put them in a place where they didn't want to overextend. AGoT is the crown jewel of the LCG line, but I think we may have to face facts that tournaments and tournament players do not drive their sales the way M:tG does for WoC.
Has anyone talked to their head of marketing? I imagine that they are willing to listen to alternate ideas about prize support, and if the numbers are their they'll do what they can. If people don't like what is being offered, offer up an equitable replacement to the guy (guys?) that make the decision.
