Money is fungible. There, I've said (and agreed) with everything Alhanelem said. And he's right. Business don't funnel anything. They make money, they look at the money they have (and perhaps what their expected inflow is, but again as an aggregate and not from individual sources), and they decide how to make more. Where the first money came from really isn't a question on how they spend it later. If they thought investing more in FFXI would yield more profit they would. They don't. They think FFXI with the budget it has is the best they can do with the game in the current market. If the profit from the game ever gets close to where they might see a loss they will likely stop the game before that happens. How close they let that get before they pull the plug depends how risk averse they are/how greedy they are to drain every drop they can. The only other factor that could come into play is if they felt FFXI might compete and harm a new project's potential, but that seems really unlikely. Why lose an old customer still making you money if you're not sure they will switch to your new drug?