I'm guessing the announcement was just unfortunate timing. Normally the industry wouldn't be facing a reckoning and it would slip under the radar. In other words I fully expect them to try this again.
Kind of a no win situation they put themselves into.
If he is killed and/or we never learn a motive, he'll just be forgotten under a pile of online and media speculation. Hopefully his plan anticipated some kind of dead man's release of his motive.