I would not at all be surprised if the long load time made for a sunk cost that kept people playing for longer sessions rather than picking it up for less than half an hour at a time.
When I played it wasn't uncommon to spend 30 minutes mostly looking at the loading screen while you were trying to set up a play session with a couple of friends.
If you're an adult with limited playtime it's just a complete dealbreaker. You can't just decide to have a quick 20minute play session if you know that you'll have to spend at least half of it looking at loading screens.