I agree that the "shutdown" stunt was poorly executed, but it did have the effect they intended.
Here is a quote from discussions on slashdot at the time:
> Plus, they must suck at advertising. This is the first I heard of them.
https://www.slashdot.org/story/141308
Also, as people pointed out at the time - with GOG at least you don't need their servers to be online to reinstall from your backups.
They're also an excellent example of how tough this space is. Even though they're owned by CD Project Red you can still buy games like the Witcher on Steam.