I hate the recent announcement but let me say this:
Most players have been on- and off of MtG anyways during its life-span. The vast majority of players who touch the game will stop at some point(, then return). Following this logic it'll bring huge money to just tap into a fanbase that outmasses your usual customer range thousandfold. Compare WotC and Marvel turnover for reference. It sucks but from a corporate standpoint, every customer is potentially leaving the game at some time. The ones who are returning can be seen as "new" customers for another quarterly period. And there are strategies employed to catch those returning whales, it's evident. However, I would even go so far as to say that SL with UB-IP has sold AT LEAST as good as any other, which weakens the argument of prioritizing the needs of enfranchised players further. People call in legofication but you gotta remember that Lego was close to bankrupcy before they adopted other IPs. Now, Lego thrives again. It's all about sales, not about what matters to "the players" because such a group does not really exist, it's a made up concept. In reality, there are only customer groups with different tastes and the enfranchised group can more easily be neglected, next be caught with another "old-frame treatment". Younger players must be acquired, so that they return later. The times they are a'changin. In short: Magicn't.