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While I don't know anything about the FF franchise, apparently Square-Enix has the ability, talent, and money, to create several-million seller franchises.

After the success of WoW MMOs were mistaken for easy money. (Actually, Blizzard is a greatly talented and powerful developer) After its followers failed, the genre was seen as unable to keep the subscribers. (Actually, these follower companies were weaker than Blizzard, none of them had the means to create ANY ten-million seller). The MMO genre was neither an advantage, nor a disadvantage.

Square-Enix is a company that COULD make games that attract several million users.
And of course, they can make failures, too.