This actually might be a selling point for me. It's an answer to the decades old question of "If your customers can play for years with just the core rules, how do you survive as a business?" That's plagued RPGs since the beginning.The general answer since the mid 2E days has been to produce system bloat. Paizo's has been to focus more on APs,but even they have a strong focus on new rules. The 3.x system is designed for new rules expansions.
The idea of trying to use the RPG to establish the brand rather than as the actual money-maker is an interesting one.
I agree with this. The modern world just generally seems to be geared to cross media publishing. Look at how many kids toys have movies and board games released for them. Honestly Paizo is an exception in even the RPG world in that they can sell through the volume that they do. Most RPGs cannot achieve the volume that Paizo does, so relying on that strategy of business does not seem to be particularly long term thinking.