These feel like they contadictatory.
Everyone loves Total War Warhammer.
It's just the... other stuff they have been doing hasn't been outstanding. To be completely honest, they're trying too hard.
They have the recipe, and they have all the ingredients. But CA seems intent on not following the recipe and using the ingredients they have.
They have some solid games/ideas. Rather than trying to desperately to make smaller, more focused games... just keep improving and expanding on Rome/Shogun/Medieval/Empire.
I think it's mostly that last paragraph to be honest. They keep making these small scale games for big prices. Thrones of Britannia, Troy and now Pharaoh.
Three Kingdoms was big on release but didn't really stick with most audiences.
People do just want a FULL Historical Total War and CA ain't giving it. Even a Bronze Age Total War would've been better received IMHO.
I think part of the contradictory impression is that CA probably shouldn't completely abandon Pharaoh. They just released it and thousands of people bought it. Just abandoning it now would be detrimental to a fair number of people. But giving partial refunds and free DLC is a good step.
Hopefully further in the future they'll be able to make the moves for historical Total War people want. But right now Pharaoh is still a fresh release so it'll be a while before they move in I guess.