They say this literally every time.
Square Enix never has their
expectations met.
3.4 million copies of Tomb Raider have been sold in four weeks, publisher Square Enix has revealed, which is not enough…
www.eurogamer.net
Marvel's Guardians Of The Galaxy has failed to meet Square Enix's sales expectations.
www.rockpapershotgun.com
www.destructoid.com
10 million is the studio's personal goal, not necessarily how many the game needs to move to turn a profit.
www.gamespot.com
Same with XV, they had a
personal goal of 10 million for XV which after 5 years finally "met expectations" and NOT necessarily implying that it didn't turn a profit earlier.
If they're releasing a game and expecting it to sell 10 million units in a few weeks and it doesn't, that's on them for having lofty and unreasonable goals. FFXV took 5 years and that game was on every platform