My view is that there should be a "guaranteed service availability" at the time of purchase not unlike buying an appliance with a year warranty..

Pull the game from stores and let the remaining players enjoy the sunset.
Of course it's not always as simple as "just keep the lights on longer" but a guaranteed period of availability which is tied to new purchases should be in your plans before your service ever reaches the public, rather than hoping to grab as much money as possible before dumping it and throwing the consumer under the bus.