Depends on how much they put into the product marketing in it really as to whether its a huge risk. If they put all the hype machine behind it and they fail then yes its a big risk.
@Hus - I gather English is probably your second language so don't think I'm being an ass saying this, but in your sig you have some errors. Instead of "out sale" it should be outsell fella, in the case of software it should be "PS3 software will outsell 360 software". I'm sure your sig is far better constructed grammatically than I could do it in Polish though!