I don't mind SLS having a profit motive, in fact I think it's essential. It gives management the motivation to keep the site running.
The problem is that these changes are having a detrimental effect on the long term profitability of the site. They're obviously trying to switch over to the app, essentially to compete with apps like Tinder. So they're gambling that a combination of some percentage of the present SLS community meekly switching over to the app plus the new meat downloading the app will exceed the number of present SLS members who are pissed off enough that they migrate to another LS site.
I'm not sure what marketing guru snookered them into going this route, but when SLS's problems start becoming common talk on other LS sites, it's not an indication of marketing success. Hell, I've heard some talk on vanilla sites that I strongly suspect is referencing the unholy goat fuck that is SLS IT Development. Can't be 100% sure of course, because I suspect people are being cagey about admitting they're on a swinger site. But the talk sounds awfully familiar.