I don't think that's the kind of 'supporting'
@Lachlan Young alluded to, at least that's not my interpretation. Does Kodak offer end-user/consumer support on Cinestill products in case people run into problems with them, and/or is Kodak pushed to provide this support by end users/consumers on any significant scale, and if so, is this the likely cause for Kodak's current attempts to curb the sale of motion picture film stock for non-cinematography uses?
When it comes to Cinestill film, I wouldn't be surprised if a large proportion of its end users haven't even figured out yet that it's Kodak film (not everyone spends too much time on forums talking about who makes what.)
I'm really skeptical about that. To me, it looks like a combination of:
* Let's get rid of small-scale / single roll buyers because of the high transaction cost incurred (with Kodak possibly reasoning "when we set up direct sales, we were expecting to be dealing with wannabe Chris Nolans who would buy at least a stack of 50 cans of 400ft with the budget they scraped together using a small inheritance and the generous donation of the owner of Pete's Prep Palace who happens to be their uncle; not Jack Jones living at 50 Aspen Crest in Sticksville, Iowa, asking us to sell him a single 400ft can and 'is there any possibility you guys cutting it into 4 equal lengths for me, please - oh and can I pay COD because our dishwasher died so this month we're a little tight?'")
* Let's move some of the 'rogue' motion picture film buyers who use this for still photography back to our more profitable still imaging films. After all, "those confectioning lines pay for themselves only if we're going to get some good use out of them!"
* Quite possibly: "Let's appease Alaris in their requests to limit 'misuse' of motion picture film for still photography", with Alaris potentially being egged on by the financial targets set with/by their new owners. I can very well imagine Alaris having approached Kodak with essentially the message "it's bad enough that the Cinestill thing is allowed per our contracts, but could you pretty please stop the rest of the bleeding - we're trying to run a business here and you're not helping the way it's been going lately."
Pure speculation on my end, of course. But not entirely silly, is it?