It became "false advertising" in a way actually, if you consider Steam and GOG platforms reported Italian language being supported (even if they putted it on by mistake) and so it's deeply unethical. People bought new machines to handle their game (yeah yeah, nobody forced them to do so) but mostly important it's about trustiness which, togheter with the lack of communication regarding this issue (not a single post everywhere? are you kidding? if you change plans about a project you have to make it know to everyone about your decisions) got lost.
A corporation if wants to still stand and keep its business going on must rely on its image, if you loose it you will start to loose profits in the long run.