Then you make it less likely that they will consider offering the service in the first place.
Sometimes things just don't make business sense and you kill them.
I have killed stuff in the past that has literally had 1 user , it wouldn't seem sensible at all to keep it running simply for that one person (unless they were paying me significantly).
The best way to judge a company in my opinion is how they handle it when they do. In this case distribution to customers was minimized.
I don't see why "not promising to keep services running forever" makes them less likely to offer them. I'm not asking anything but "don't overpromise". Doesn't seem particularly onerous to me.
I don't remember the original launch, but I doubt that they made a promise to keep this running forever. I'm sure they had T&C with the standard "we can discontinue this whenever we want with no notice or refund".
It ran for only 4 months. I had at the time considered suggesting it to my workplace as they are constantly 5-6 years behind in IT and don't really have the staffing to provide extra IT services anyways.
Now I'm glad I didn't recommend it, though I wish the circumstances had been different.
Which doesn't mean that closing in ten years or ten days would be the same, of course.