RuneScape has only gone downhill because of the recent additions which mean that every promise Jagex originally made is now thrown out of the window except for "We will never directly sell gold" which anyone who plays the game will know is only loosely true to this day.
Jagex need money because of their stupid investors, and actually they are just another great (one of the most innovative anyway) company forced to earn more money because of pressure from investors. The fact that one of the original developers of the game sold his shares to IVP means that RuneScape can never be as friendly and community-loving as it was in 2006.
That said, Jagex is extremely good at making money, even if people don't like the additions they add to games. Hopefully AoS will make a ton of cash for them and then they can stave off bashing RuneScape to pieces with the SoF and Solomon updates. AoS is really good game, but I don't know if I'd pay $10 for it as it is.