From evidence not directly stated they bought it more to keep it alive than to make millions. Bricklink is a value add; what other toy can you get spare parts for sets 30+ years old even on the secondary market?

Inflation considered, and set size, Lego has gone down in price since I was a kid, and generic sets (Creator) are still available.

What’s also amazing is the “licensed premium” isn’t that high if you do direct comparisons.

They did perfect low quantity manufacturing which is evident by the vast numbers of obvious for-adults “Ideas” that are produced.