I've been waiting days to cover this story because I wanted to better frame my approach. See, 3.4 million copies of a game are some pretty lofty numbers. Sure, maybe that's a poor number for say, a console Zelda release, but it's still a profitable number. Tomb Raider's original popularity may never be matched, but since the 90's the franchise has been pretty pathetic in sales numbers, failing to even top 1 million.
In comes a highly touted and well reviewed reboot of the whole franchise. It moved 3.4 million physical copies across all platforms, the most the series has moved since the 90's. In addition, if you add digital sales, you're likely looking at a number north of 4 million total sales. That ranks it as the 3rd best selling game in the series and probably when it's all said and done, potentially the 2nd best. That, to me, seems like a very successful reboot. The fans are raving, the critics are raving, people bought the product, and things seem fine.
Until we find out that Square lost money on the project. So much so they themselves called it a failure. So, what's wrong?