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It is their product, you aren't in control. You just choose for yourself. They can do what they want, they can price it how they want, and then market forces will determine whether they succeed or fail.
Heat 5 will most likely fail because they have priced it far too high. Its probably only for a month then it will be rapidly discounted after that. But what they should have done is offered a discount to Heat 4 owners. That would have been the sensible way forward.
One could say releasing a copy of a slightly modified old game for full price is wrong, certainly its morally wrong. There will be a lot of people who buy Heat 5 on PS and XBox who can't return it. I am not sure whether that is illegal though, but it absolutely will lose them future customers.
I bought Heat 5 but I haven't bought any of the previous games, I am not a fan of theirs and most likely will never buy another of their games. I am sure I am the only sort of person who will have bought Heat 5 and not refunded it on Steam at least. I am not the kind of person they need to be worried about though.
They will certainly have alienated a lot of their long term customers with their actions on Heat 5, that may well come to bite them hard later with their future games releases, especially Heat 6. They might find that with their long standing customers once they are gone will be very slow in coming back.