At least things like Harry potter, world of warcraft, ect already had some good foundation and background stories out there. To say they have a 10 year plan then botch the entire first year and scrap the old story makes it look like rather it's a 10 year deal or not this puppy won't make it past 4

See... saying you have a "plan" indicates that you have thought through important aspects of growth within the game - like an evolving incentive structure or the basic character enhancement and customization model. What Bungie has is more of a 10-year IDEA.