With no suggestion of altruism or the like, it is simply good business in most markets to invest in the satisfaction of your customers. Since they were brought up, Apple is an excellent HIGHLY PROFITABLE example of this correlation to the bottom line -- possibly the poster child of the foreseeable future. There are other good examples to be found, very likely in the form of far smaller enterprises in your own area.
Pleasing your new and incumbent user-base is certainly no guarantee of success, but can anyone produce data that supports the idea that it would be net loss in the long run, all things considered? I mean, if the definition of a business is intent to profit, doesn't it stand to reason that the longer you operate, the more profits you generate? (In the most generalized sense, not discounting the possibly complex specificities of a large operation nor the vagaries of human behavior and progress...)