Companies Cease Trading for numerous reasons.
As for many where a product is a design to produce a very particular service, a strong communication with a Customer Base is paramount, as there are others ensuring there own products are extremely well exposed.
Lose exposure, is losing vital influencing, losing vital influencing is losing closed won sales and then the overhead is in trouble.
Blaming the pricing of the products for sale as being the detriment is only one portion of the overall pie, a Customer Base needs their own reassurances, that are beyond what is written sales spiel for a product.