Companies do it all the time. They change direction on products when they realize the business is not there, profits are not viable, etc.. They look for different revenue streams.

If they don't, they get swallowed up in a big pool by the competition and go out of business.

Business decisions direct companies to find the best value to use their investments to pursue business streams for growth and discard the ones that don't make money. It's discussed in meetings and also in shareholder meetings, internally, etc.. Not everything is shared publicly and it if is, it depends on how big the deal is as well.