I don't think the issue is so much "what should they do now", because what they should do now is constrained by what they can do. The issue is "what should they have done in 2008?" - should they for example have said "please note that our current business model is not sustainable, and while you are welcome to enjoy it while it's here you are cautioned not to behave as though it will be here for ever"? Providing a limited, ephemeral, or best-effort service is a perfectly OK thing to do provided your service users know that's what you're doing and can (as raganwald says he has) tailor their behavour accordingly