They're prioritizing profit right now. They have two new product launches that just recently happened, they have no reason to try and fight out the US or UK when the they maintain a healthy flow of sales in those countries and across the globe. Not to mention the fact that they're market leaders in every country.
It looks to me like they're following through on a business strategy that they planned out long ago. They haven't been reactionary since the beginning of the gen, why start now







