500 million to make one game isn't something to sneeze at. Destiny got a huge marketing push. Think of it as the exception, rather than the norm.
Again, I agree but (I think, I'm no insider) that $500 million was Activision money and Sony had their hand in marketing it. I'm willing to bet that since Sony published it in Japan they paid for all it's marketing in Japan.
What's to stop them for doing the same with its first Party IP?
Destiny looked interesting and different during its marketing campaign. If "Horizon" ( I think that's the name of the game for now) looks different and interesting enough with its Robo Dino's it can create the same interest that destiny did with out a ridiculous $500 million budget.
Than again I'm no Japanese expert and it can sell so bad that selling like shit would be an improvement.