In the end, the developer gets paid exactly once for each player playing - so its not really a money grab, but which players pay for whose subscription exactly is a bit muddied by the economics of the tokens.
That isn't exactly true because EvE players usually have multiple accounts with various alts. At any given time a player might only have some of their alts active. When the market gets flooded with PLEX from other players rebuilding Titans, the free2play guys cash in and act like a sink for all the PLEX. Also you can train secondary characters simultaneously now if you spend a PLEX to activate that feature for a month.
So the amount of PLEX consumed in a month can indeed be more than the amount of subscribers, not to mention hoarders and ones that get destroyed.