They don't have a choice in the matter: both Sony and Canon currently have sub-$1.5k cameras, with Sony selling their remaining A7 and A7II cameras for $1k and less.
Frankly, I think we'll be moving to a cheap body/costly lens business model for the next few years... at least until the third party lens offering catches up. They're trying to go for as much market share as possible; it doesn't matter if you don't make much profit on the body: if you can make the consumer buy a lens or two, they will feel "invested" in your system and will be resistant to leaving it.
Frankly, I think we'll be moving to a cheap body/costly lens business model for the next few years... at least until the third party lens offering catches up. They're trying to go for as much market share as possible; it doesn't matter if you don't make much profit on the body: if you can make the consumer buy a lens or two, they will feel "invested" in your system and will be resistant to leaving it.