They launched when there's 150 million consoles out in the wild and they paid to get games over 150 million (+ people on PC) could access to. They should have focused on cheap barrier to entry and then raise prices later. Like not taking a royalty for the first year or two. So that people can buy cloud versions of games for 30% cheaper. They plan on losing money anyways and want to launch before next-gen, why not lose it by driving up sales and making publishers happy so that they organically want to support the platform.