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Because lighting it on fire on AI before it can hit the bank account gives a hell of a rush

Some people are making a huge amount of money through all this though.

They aren't - the industry is making more money than ever. It's just not at the growth rate investors can see in other sectors (aka AI) and so these companies are using to juice numbers: if you can't see a 10% growth in revenue, you can create the same effect by reducing costs. Just close a studio!