Yes, you provide a very valid point. The website prides itself on its exclusivity. I suspect a decline in the number of unique users is something in fact desired by its users - if they feel that the website is not giving them a "special" and "secret" service they may be less inclined to use it.
On an interesting side note - the author of the article appears to be quite an active user of asmallworld.net.
However, I think their publishing the idea that these patients were "conscious" is morally questionable. The reasons for this are expressed far more elegantly that I could manage by Parashkev Nachev in the following response: