See Half Life Alyx, or the hardware teams that did VR, or the steam deck: Not exactly people optimizing for revenue. Still, in Valve a new project needs to get people to choose to do it over alternatives, and it might be that in the current internal culture, they really lack a large enough group of people wanting to actually spend their day on a single player game. The fact that Valve is still such a small company probably makes all but the most popular ideas die pretty quickly, as one might need a pretty big percentage of the company to make a reasonable prototype.