Sony also has other viable business and a lot of fans that will be more easily convinced to try the game. Concord isn't some random game, it's a massive bet by Sony, a giant in the gaming industry.
The development of the game was started 7 years before Sony bought the studio. I agree Sony is in similar position than Valve, but the studio was lucky to find Sony to back them IMHO.
And Sony doesn't ?
Fully prepared to eat these words, but what live service games does Sony have that are in the same realm as Counter-Strike, DOTA, and TF2?
That's why Valve fans will need less convincing than Sony.