Of course they do. Their loyal base has dwindled. They've got under 1% of the market share. Retaining what's left of their loyal base just doesn't keep them afloat. And BB10 still focuses on the enterprise. Do you really think anyone in that market isn't already a former user of older Blackberry devices? Once someone gives up on a brand, it's often extremely difficult to win them back, and from what I've seen, they just haven't done enough to do that. What new users are they going to attract? Teens who want to BBM like they used to have? No, because those kids already have iPhones and iMessage. Dumbphone users? Doubtful, because the gestures give it an extremely large learning curve.
The people still left at Crackberry at this point are all going to be getting the new Blackberry regardless of how good it is, so yes, it's great that they're excited. But in the grand scheme of things, they're a drop in the bucket.