So........this IS about Sony? We really walked all the way around the block to go down the street on this one.
Saying no one is successful without a market shift or gimmick is silly. The market can shift based on the products being offered. For example, the XBox 360 got off to a great start based on the quality of the games that could be found there when compared to what the PS3 came out the gate with. Where things started being a problem is that Microsoft struggled with growing their portfolio of exclusive games, while Sony managed to have some of the stuff they were throwing at the wall stick, allowing for them to mix it up a bit.
Changing the game from "we can make a better product than you" to "we can spend more money than you" is where people start to get concerned. That plays out in a lot of varieties of business, and in a lot of those cases, there's a shift where the customer ends up being effected.
It's why it's laughable seeing people toss around the idea that Microsoft buying these companies is somehow them being saved from being swallowed by Big Tech, as if that isn't Microsoft too. How the fukk are YOU gonna save someone from YOU?