Yes because they were embracing new markets. They've always followed this process but they made a big paradigm change at that point. This is why they suddenly "loved Linux". Because it was no longer a threat but a tool to them, as they were shifting from being an OS vendor to hyperscale cloud vendor.

The same way with other big American tech. Netflix operated for a decade at a loss and now that they saturated the market they are constantly asking more money for less content.