Its always that one CEO, wanting to emulate the success that is steam by becoming basically becoming the market and the platform. Self-delusion and believe-shapes-reality needs some realistic observation or else one wastes ridiculous amounts of money reinventing the wheel only for the crowd to flock to the first wheel shop anyway.

Those are resources that could go into inventing the first plane. And some superior sooner or later realizes that you are on a unimaginative crusade and cuts the lifeline, resulting in a dead market-plattform, with contract-bound studios being dragged down with the sinking ship.