I don't see that being the case at all, as they've been promoting V4 and M4 and a large portion of their Gen4 content pretty heavily since the spring at 80% off. It's allowed me to pick up products for them that I otherwise would never have spent the money on since I didn't absolutely need the stuff. I'm sure it's done the same for many others as well, on top of perhaps a little boost in Gen4 sales at rosity and other stores that still rely heavily on their gen4 content, sales that might otherwise not have been made. 

You might want to ask the vendor why they chose to no longer sell the V4 content. Perhaps they are the one who chose to promote their own Genesis content over their V4 content. Many vendors have moved to supporting Genesis1 and 2 (mostly 2 now) for various reasons of their own.