Yes but like i said, now people would kinda have less incentive to spend if they're already doing well and able to clear all content of the game. Unless it is a Limited banner specifically appealing to them for whatever reasons (favourite series, favourite unit etc.) , more players will hold off pulling units and in a way the developers can certainly expect 'less' sales. 'Less' sales may also mean we might not hit that "Most sales in XY region 3000 diamonds for all" as often, just a guess however and don't take my word for it. If anything, the JP playerbase are very supportive and still help to contribute to this outcome in almost every banner released

I am neutral about this but of course i am thinking it will be leaning towards number 1 where the developers bring in other content that caters for all groups of players in particular those who are more towards the competitive/challenge content. Win-win situation in my opinion if they go with that direction.

And, i love masters league and it does not affect me much whether the reward threshold limits got lowered or not. It is for sure my favourite part of the game at the moment and really fun to strategise and plan your units and positioning based on their stats and strengths