Dubious Quality - The Self-Evaluated Genius Of Bobby Kotick. Thanks nin.
No one seems to be noticing the incredibly obvious analogy here, which is oil. Successful oil companies, even as they pump oil from successful wells, are always conducting research into additional drilling locations, and they drill new wells, even though many of them will turn out to be dry or of almost no commercial use.

They do that because even their highest-producing wells have limited capacity.

Sure, maybe it's not limited right now, but eventually, the oil pumped from a well will start to decline. And there have to be new wells to replace that production.

That's not how Bobby Kotick does business.