I think that's exactly right, the transaction pitched to customers is not what it turned out to be, and that's never good, no matter how it's communicated.

I think people are choosing to see this from 37S (or any other software co's) perspective. Fine, whatever 37S's expectations were to begin with didn't work out, so 37S is closing the service. Makes perfect sense, and godspeed, 37S. But the other side of a transaction is a customer that put money, time and effort into this product. Even if 37S gives back the money, the customer isn't made completely whole; I don't think it's illogical to think folks wouldn't be completely happy with this outcome, no matter how great of a job 37S did communicating the closing.