It honestly feels like every so often, some big company decides it's time to make things needlessly harder for it's fanbase/userbase. The whole GW drama is far from the only example I can think of. And not only that, but it all seems like it's happening at once.

What is it that's making companies act like this all of a sudden – especially ones like GW which were previously more tolerant of fan content?

Activision blizzard getting fucked made them think they could get away with it since everyone was focused on other shit.