It means the two million people playing it now have to get emails, promotions, and keep sony products in their mind.

They obviously didn't think it would be popular. Just like Wizards of the Coast when they tried to put out a new license that said "anything with the words 'dungeons and dragons' on it becomes our intellectual property", they assumed that pissing off their entire fanbase would be net positive because people will keep buying their stuff no matter how bad it gets.