Madness or a legitimate business growth strategy.
Have a read of the February shareholder update and how they have planned at least 1 new title release per year due to the success of Jurassic world and planet zoo. On how they have purchased small dev companies to capture new projects and aim to continue to purchase smaller developers.
Elite is mentioned as a major success with an upcoming change that will extend the galaxy and gameplay significantly (their words) but their main goal as a business is to develop new games.
Game developers develop games.