@alacrist: Sure they have more money on the bank, but Microsoft is a public company, and their investors expect them not to waste the money but to put it into promising ventures. After losses of $6 billion so far (compared with earnings of $2 billion at SCE in the same timeframe) Microsoft has to show that the 360 can make money or they have to leave the business.
Hardcore gaming is a bubble economy blown up by Microsoft's $7 $6 billion losses.