Some things just run their course. But its not surprising. Have Kodak been the leader in anything in the last 20 years? When was the last time they did anything important or were relevant? Is anyone really shocked that Kodak is joining the ranks of Confederated Slaveholdings, Transatlantic Zeppelin, Amalgamated Spats, Congreve's Inflammable Powder, and U.S. Hay?
Kodak lost most film users in the early 90's when most people switched to Fuji Provia, Velvia and Astia. With Superia vs Ultramax, there's probably not much difference, but Superia is usually significantly cheaper. By the time Kodak had something competitive with 100VS people had started to switch to digital or were too familiar with Fuji. For a company that put so much faith in film, why were they so far behind for so long? Why did they pull the pin on digital sensor development? Why did they think people would still keep buying film in developing countries? Why did they decide that a low-cost digital camera strategy was the way forward? How come they weren't better able to use their chemical processing know-how?
Sadly, I'll miss their T-Max films, of which I've been a happy user for the last few years. But like their other offerings, there are several viable (some would say better) alternatives at cheaper prices.