This. Very much this.

I remember Rob Pardo reflecting on criticism World of Warcraft received before initial launch. A lot of the Everquest players thought getting to max level was too easy and didn't require enough of a time sink. Rob pointed out that there was little value in focusing on players who had that much time to spend on a game, and they had to let those players go. It's tough, from a commercial and critical perspective, to say he was incorrect. WoW brought MMOs to the masses in a way nothing else has.

Letting go of users can be hard. Being the user that's getting let go of is harder.