I’m not sure how true this is, many types of data have diminishing returns after a few months. I’d be surprised if they lost money compared to not using these methods —- they’ve just lost the tail of incremental value.
Attribution in advertising is something which can last months for some products, and it's doubtful that a large proportion of companies import from GA and will lose their ability to gauge current performance compared to the past.
It seems like we’ve still given cake to the glutton, though, just without a cherry on top.