While I can understand what you are saying, I still think it would be very lucrative for them. Strictly being hypothetical with figures here but I can easily see it being like this:
1 Japanese whale: $1000 on FKG in a year
10 Western whales: $100 on FKG in a year
So yeah the Japanese whale may outspend us easily on a 1v1, the rest of the world outnumbering the population of Japan would make up the difference easily. So long as they do the right marketing to attract and keep customers playing.