Part of the issue is that many of us hearken back to the day when there was no "RPG industry" and the companies producing the games etc. did so in hopes of making some money rather than in expectations of making a lot. The suits hadn't got involved yet.
No matter how hard a given company may try to disguise it, it's always easy to tell if something is being done just for the money, as opposed to (in this instance) love of the game. Despite its many shortcomings, I'll give 3e this: it was done - at least in part - for love of the game; 2e was dying on the vine, and the choice was clear: sink the franchise or revive it. They chose to revive it.
3e in 2007, however, seemed to have quite a bit more life left in it than 2e did in 1999.
Or maybe I'm just unusually cynical today.
Lanefan