You don't think two video games, a trading card game, and a board game constitute a significant investment?
For hype, Lego may not have exactly gone overboard with the advertising in its first year, but I remember seeing some ads from 2001 and they talk about a legend, which suggests (to me) that they had further plans for the franchise.
But Greg would be a pretty significant source so maybe there's more nuance than I can perceive.