Too strange and difficult

“In fact, when we ask his old bosses, they admit without hesitation that Minecraft would never have become a reality inside the walls of their companies. The idea was too strange, too difficult to fit into their existing product catalog. Most of all, it was untried. They would never have dared."

His refers to Markus "Notch" Persson, the creator of Minecraft. From Minecraft, Second Edition: The Unlikely Tale of Markus "Notch" Persson and the Game That Changed Everything by Daniel Goldberg and Linus Larsson, translated by Jennifer Hawkins, 2015. Page 231