They won't until they need to.
As long as they sell physical media and digital downloads hand-over-fist, they'll let people continue as it makes them much more profit.
As soon as they can see that strategy is no longer viable, they should shift their strategy. Until that inflexion point, why not make as much money as possible. Like everyone seems to love pointing out on a regular basis, Sony's pockets aren't as deep as Microsoft's to be able to finance an aggressive loss-leader strategy like Gamepass until it breaks even. After PS3 they are much much more risk-averse than they used to be.