The target market for the two businesses are not too dissimilar. Consequently the consumer does not understand. They feel a bundle that was previously provided to them - a bundle that made sense - no longer makes sense.
Analogies to the situation might include:
- Newspapers claiming they could no longer deliver to your door - that they could only be purchased by visiting a shop.
- Apple closing its Apple stores to concentrate on selling their devices through their Internet site.
- Starbucks splitting their business into one that serves only coffee and another that only serves cakes and other assortments.