I mean, scrub Xmarks?
I jest. Sure they can. Still, haven't we all grown accustomed to enjoying free stuff that drops from the sky on us, not so used to seeing it disappear because it doesn't make any money.
Ah well, but I'm betting that will still find a home in the clouds somewhere (trans.: I'm still in denial).
Afterthought: The only comparable episode that comes to my mind right now is the abandonment of Lotus Agenda (though Agenda had a long afterlife, perhaps still survives). I note that the man behind both of Xmarks and Agenda was Mitch Kapor).