What a wasted opportunity if true.
But no wonder as marketing especially at outstations was done poorly and most AY passengers probably never knew this option actually existed. If something can be learned from the likes of Ryanair, then it's active pre-and inflight sales including these kind of services.
Japanese, Korean and Russian transit passengers all come from cultures where this concept fits in ideally, so really quite surprised how it has been allowed to fail if the news is like stated.
But then, one more reason to consider transiting at LHR, MUC or HKG en route to Asia instead of HEL as the Via Lounge really is nothing special. The Spa is and was.