They decide that the cost is not worth the benefit. Excluding back-seat systems engineers on sites like this, I suspect that most of their customers will be a

They decide that the cost is not worth the benefit. Excluding back-seat systems engineers on sites like this, I suspect that most of their customers will be a bit upset, but give them the benefit of the doubt and be glad to pay slightly less monthly (or nothing for Trello) and suffer a short outage.