If they were rolling in so much cash were it was no object to them then they wouldn't have needed Microsoft to help fund Halo, and wouldn't have needed Activision to help fund Destiny. They might not be poor, but you have no idea what their financials look/have looked like. They also have to keep themselves healthy for the long term. What business says "oh we did well this year, so next year we will just give everything away and just spend all of our money"