I've found their devices (I've owned a few mice, a keyboard, some speaker setups) to be durable, well designed, and comfortable to use. Their industrial and UX design teams are top notch.
Somebody up the marketing side of the chain should do some math and figure out how to not disenfranchise users. Maybe lock down unofficial APIs and require authentication of devices (which legitimate users could do). Or something. There are lots of options that don't involve pissing off satisfied customers.
But devolving into 'we want to sell new system X, let's brick some old devices' is a great way to drive people away from a brand entirely.