the companies have always wanted to do things like this, they just couldn't because the industry was smaller and reputation mattered more.
now that the gaming industry is ginormous, and most companies are publicly traded, as long as at some point you have gotten trust in the consumer it is in your interest to, in search of short-term profit for investors, release unfinished products
indie games are normally small companies with no outside vested interests, which is why they are more consistently quality. however I'd also say that's because the indie game market has more of a survival of the fittest element to it, where the indie games you hear of had to stand out to begin with
there is more i could say but eh I'm alreadhy rambling, apologies.