One could look to Apple's tv show catalogue as an example of them entering a new industry without much experience. They don't really have expertise in it, and it's probably suffering as a result. But then, they also have a ton of money to burn on it, so it's not without its merits. I think this will be very hard for them to do, and I think they'll look like they're making dumb mistakes for a while. But if they really want to go this way, they'll probably succeed in some form.