oki ni iku
to go and put
to take a secure and passable route (and avoid doing something challenging or risky); to play it safe
挑戦する, 冒険する, 危ない橋を渡る, リスクを取る
Originally, it’s a baseball term that means “to pitch a slow ball so that you can surely get a strike (as if one puts an egg on the strike zone)”. If you’re unfamiliar with baseball, imagine those who throw a ball very slowly in bowling, almost putting it on a lane.
That company has been recently criticised for making similar products only and playing it too safe.