it can be by choice, but nothing more.
Yeah, choices are evil.
So you are in job and customer feedback, while not completely negative, does point to a number of things not being what they could be or should be. You look over all that feedback and the list it in order of priority. You quickly identify that the number of issues apparent, relative to your available resource (and those whom hold the purse-strings say can not expand unless business improves, because resource also costs money) means that it is impossible to address every issue within your ideal schedule.
What do you do? Do you give every identified issue a wee bit of attention, or do you focus most on what your own customers are telling you are by far the biggest issues, that it is those issues, far and above all others that are giving people second thoughts on your service?
You know that doing a wee bit of improvement to everything will still mean largely negative feedback, as the level of improvement on the key issues is going to prove miniscule. Would it be wise to continue down that road, or would it not be better to look to make drastic improvements in the areas requiring most attention and then try to implement realistic targets or timelines for the others?
So I guess it is all about choices, but I'd sooner them make choices that could result in more glaring improvements, even innovations, in key areas, than them simply trying to do everything at once so as it looks like they are busy on everything but we find ourselves waiting years upon years (not three) to start to see/feel/experience the changes that would likely never be fully realised because the focus was doing a bit on everything and not simply priotising, meaning the service/product dies a death.
3 or 4 million in sales does not equate to them being automaticalky able to make drastic improvements across the board. You'll need to point me in the direction of proof that 3 or 4 million is some magic number in which there can be no excuses. Do I need to point out that there are bigger selling franchises than PES that need to undergo huge changes and improvements yet developers are unable to do so. Assassin's Creed took an entire year out and they look like they are releasing an improved but completely familiar Assassin's Creed game. Yep, that franchise, with all it's successful numbers and eye-watering budget and resource can be hiven a years rest but nothing hugely drastic regards change appears to be in the offing. There are so many other franchises that experience similar.