Sony is a multifaceted company folks. The loss isn't what it seems.
Every Blu-Ray drive the Networked division buys nets at least $8 revenue in another division (13M * 8 = $104M royalty reported in a diff division, and probably manufacturing revenues to yet another hardware division), every Blu-Ray disc printed costs the Networked division money, and yields revenue for Sony's own disc manufacturing plants, as well as more Blu-Ray royalties.
Gaining marketshare also isn't just about gaming. Every PS3 sold indirectly contributes to putting more Blu-Ray profits in Sony's pocket, by putting another BD player in consumer hands. Many HD consoles sold also inspire a HDTV purchase, often from Sony, or a company Sony shares production with (like Samsung), a new surround sound receiver purchase, speakers, you name it.