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Businesses might be missing out on customer money if they don't support obsolete browsers, but the people developing the webapp/website/whatever are definitely missing out if they don't start with 'we support all modern mainstream browsers' and then supply a separate bid for old IE support. Let the business decide whether the significant extra cost is offset by the extra income from these users.

"As long as a measurable percentage of your users are still on these browsers, you're missing out on money of you don't support them."

This seems to be a common refrain here. It's missing an important caveat: "unless supporting those browsers costs more than the customers are worth". Supporting ancient IEs means things like: avoiding features that can't be polyfilled, providing XP images for CI, debugging IE issues, etc. None of these happen for free.

True but at least now Microsoft will be bugging them (and more likely their IT departments) to upgrade.

Even the most conservative CIO will have a hard time justifying not upgrading at this point.