This is interesting given it's the same strategy that MSFT played w/ Windows Phone:

1. See a market that's doing really well that you didn't enter until 5+ years too late and the market is quite established.

2. Play catch up by paying a bunch of 'producers', streams/development houses, to come on board yet still doing the same thing everyone else does with zero base.

3. Exit said market because the money being pumped in is 100x or 1000x worse than the returns.

MSFT's other strategy, buy and then operate usually pans out better for them.