They likely haven't put even close to enough money behind it. This isn't a unique situation - you'll see in corporate america a lot of CEOs who say "we are investing in X" and they really believe they are. But the required size is billions (like, hundreds of really insanely talented engineers being paid 500k-1m, lead by a few being paid $3-10m), and they are instead investing low 10's of millions.
They can't bring themselves to put so much money into it that it would be an obvious fail if it didn't work.
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