part of the "ourincrediblejourney" meme(?) is that they actually need to shut down the product. that could still happen but until then it's not really a "fuck you" to its customers if the app still works.
Shutting down the product is one way a company can qualify for ourincrediblejourney. I would argue that another way is the "we're being acquired by $RANDOM, so thanks for all your personal data!" track.
That's step 2; usually happens months after step 1 (and the bingo marks are all there: "we are joining X, do not fear, what a journey"), proferred here.