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Can you really blame them?? They are making a killing off of this franchise. Its like the best selling franchise in Japan since it launched and the merch sales are fucking insane. And while I doubt it will ever see similar success in the west I can certainly see it maintaining enough popularity in years to come to be a profitable franchise for Level 5 for some time, even if the series sees a decline in sales.
And dont try the "guarantee they going to milk it to death". Sure its a possibility but look at what Pokemon has done in the past (thanks to Zorg1000 for the post) or even in the Wii DS era. The DS had 15 Pokemon games (Diamond and Pearl = 1 game etc.) in Japan across 8 years and the Wii had another 4 on top of that.