Too hard to track everything you’re doing on your device in 10MB or less. They were almost certainly losing money (in the form of lost data) on that venture.
It’s sad though, because for the developers I have to imagine there was a lot of insights to gleam on streamlining the main app from all the work that went into stripping it down to the essentials. Even if they only had 6 users, that knowledge must have had value that the executives couldn’t wrap their heads around.