Controling who?

Ah well, the basic idea was good, but obviously they always had to invent ever-new ways of selling their stuff, right from the start.
Forcing it into the cloud certainly was a bad move, but there've been many such moves, now and in the past.
Collaboration with Star Wars.
Being such a great unisex toy, they still had to introduce a completely separate line "for girls", implying that other lines are "for boys".
Computer games.
NinjaGo.
Etc.

Some might even argue that the very introduction of LEGO Technic was such a move, trying to get into a market segment dominated by FischerTechnik until then. Not me, I loved it.

When I was a child I visited the one and only LEGOLand, and it was all made from square bricks, nothing else. That was LEGO back then.

Enough nostalgia, I'm not complaining.
But I see kids playing with it every day, and sometimes I wish they were reduced to LEGO of the seventies. Just bricks (well, mostly). Challenges the imagination much better.