First, they do it because they can. They don't have to invest a lot in an inner-house technology, new production line, heavy launch marketing, they don't break compatibility of games (x86), it's mostly ordering a better APU to AMD.
Clearly having the more powerful console helped them a lot, they have an excellent market share, and they don't want to lose it to a better, early coming console (NX, Xbox Two ?), to PC, or to an XBOne 1.5.
Also it's not in contradiction with still supporting the current PS4 (including a price drop), but a big proportion of heavy buyers like high specs. We don't know if they want to migrate, if they just want to address a niche market, or if it is a way to increase the PS4 lifespan.
But clearly, they take a risk regarding their current market. Still, that's a first in the console world, but it has been common in PC worlds for decades, low-end, high-end specs for premium buyers.
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