It's like how a band changes over time. Take Radiohead for example. With Pablo Honey and The Bends they started off as a simple alternative rock act. 1997's OK Computer changed that, and from then on they focused mainly on electronic and experimental. They are now one of the best groups in the world in my opinion. But my point is, in order for bands and companies alike to survive or at the very least thrive, they must be willing to evolve with the current trend. Irrational did it with BioShock; Bethesda with Fallout 3. But you know what? The core elements were still retained. That's really the best anyone can do: have the ability to adapt while still holding on to your values. That's true quality.
Good point, hopefully they will pull it off.