Something about that 3 million figure doesn't add up. It's not just the Steam user count being low. It's the fact that the game was selling for $50 - down nearly a third in price, less than a month after release - at all major retailers. I'm not just talking Black Friday sales. This was before Black Friday, and after Black Friday, continuously. It's still listed at $50 everywhere - amazon, Best Buy, Walmart, Target, etc.
If a game is selling well, why would you slash prices so drastically and so quickly? That seriously undercuts profit and extends the time needed to break even.
However, it would help to explain why it sold 3 million (if it did). Many/most of those copies were sold at $50, not $70.