Its not black and white and doesn't have to be either/or. But publishers who fund large-budget games most definitely expect a return on their investment. Its always a balancing act. Nobody can really afford to spend tens of millions of dollars on a niche product just 'out of love'.
Sure they can. Respawn dev wrote right here that they are just a bunch of gamers who love games making a game they would want to play. They have no design objectives beyond that. Heck, they can even post here without getting clearance from MS/EA/Respawn just like Albert Penello. It is very nice of EA/MS to give them tens of millions to play with and the freedom to engage with fans just like friends.