They're trying to avoid thinking (or at least talking) about it because they don't control it. They're hoping that the next downturn (which will almost certainly include a partial collapse of the game industry as we know it) will present an opportunity to scoop up incumbents. At that point, they'll be open about their relationship to, and ambitions, for gaming. Until then, the most you'll hear is A24 stuff, Kojima stuff, and tut-tutting about Ubisoft (almost certainly their first target).