Whether it's their goal or not, they're succeeding at it well. The number of people I know that gave up and never looked back after they blocked third party clients is quite a bit above zero.
Even inspired one group I interact with to bring back a BBS as an alternative.
Could you elaborate? What are they doing?
I mostly use it using third party app. I can't do it anymore, so my usage is also down to almost 0 hours.