That would give their customers time to batten the hatches and/or migrate off the system for the time being while sending a clear signal that they would not pay anyway.
This is a tough situation to be in but putting your customers in control of the company (and in a democratic way no less) is not the solution. What about those customers that decided (rightly imo) against paying?
Companies such as these should have an up-front item in their terms of service indicating that they would never pay a ransom, that way they would be clear to both their customers and their potential attackers.