When you start a service and sign on customers, you take on a responsibility to keep that service going. Even if that means selling it or passing it on when you can't carry the torch yourself.
You have a responsibility to your employees and anyone else that works for the company to do not harm their livelihood. Running a service that continues to waste money can eventually put the company out of business.
Isn't that what they are doing with their CampaignMonitor partnership?
Seems this company did more for their customers than most do. They didn't just shut the doors one day. They didn't lock in the user data and make it impossible to get. They made one of the toughest decisions to make - shutting a mildly profitable service. It's easier to shut it down if it's losing money.