He expects that companies only start in a country if the market is already there? If every company would think like that we would be still where we have been in 1850. It's not only a step to be successful from one to the next day, it's to get your brand in peoples minds so that "if" consoles with media functions should get the interest of people you better be already there.
They may burn some hundred million but that's the risk you take if there is a chance that there will be a market anytime in the future which will be much bigger as what you risk to burn.
Microsoft missed this opportunity with other products in the last years and now people complain if they try to be there very early.







