It's not even close to dead. There's Korean F2P games that have lasted longer than this. Even if they stopped caring right now, which they've apparently began to, this game would go on for probably another 5-6 years.
2.0 existed to gain trust back.
3.0 exists to test that trust- to see what players offer undying loyalty.
4.0 and above will adjust to the lowest bar of risk/innovation (set in 3.0) they can survive at.
