They cant be players puppies forever. In the end they are here to make money. It couldnt be any better time, Wticher 3 was awesome, metacritic 93 speaks for itself, its the time. Whats the worst that can happen? They screw it up, but I bet some of the big publishers buys them.
Actually, their focus on players instead of sellers is what made them successful in the first place. It made them stand out, and gave them their current reputation as one of the best companies in the industry. If they drop that focus, they will definitely lose customers (and in that way, money) as well.