As for losing long-term, it depends. As I said, this decision alone isn't going to change people's view on Hex dramatically. If Hex can find 10 reasons to make people happy and then just this to make people unhappy, then this one "bad decision" is fine. It takes more than a single decision to lose long-term. If this decision actually earns them profit while only decreasing player base's happiness that can be boosted back up with other decision, then it is fine. Of course, this is not a video game so things aren't going to be as simple as stated, but give and take has always been part of any decision -- just like they did when they go for PS4 instead of focusing on the PC version.
Only issue is that it will be impossible to tell how much this will have impacted limited activity since there are too many factors in the equation on overall limited activity. So in that regard it will be easy for them and everybody else to say it worked just fine.
So the negative side of things is near impossible to evaluate (albeit real) and the positive side could have been there without the negative side.