Remember when Touhou was just a series made by one dude followed by bunch of fans making their own stuff and then groups of creative people also making their own stuff which comprised the whole fandom and derivative work scene, a melting pot of different people/individuals with different orientation, talent, preferences, fetish, etc?
Now it's still a series made by one dude, but now suddenly rich companies start jumping into the sandbox to create media content as well, something ZUN never allowed before.
Handling merchandise and official manga publication should be enough for Touhou, but now companies are also trying to stand at the center of the community and probably influence as well through grandiose project of mainstream entertainment which is gacha.
Maybe I'm making too much of a big deal since we don't see the impact yet, but I just feel like the fandom might going to change, not in terms of quantity but nature, or at least that's what their attempt might lead to.