I fully agree. I've also met a lot of people who prefer ReadiMask simply because it's so comfortable. My wife loves them because they don't interfere with her hair, but provide a much better fit and seal than earloop respirators. It would be a struggle to find something to fill that gap if ReadiMask disappears.
I was surprised, but it was mentioned that almost all of their customers are consumers, and I believe that was probably the driving force behind dropping the NIOSH approval which is very expensive to maintain. It seems they've realised there is a lot more interest in the mask from consumers than the markets they initially targeted.