It wasn't driving traffic to other Google properties. It was also popular among employees, and there was a "Save Reader" campaign, but nobody cared enough to actually try to transfer in. And at the time there was a promo factory that was sucking up all of the prime engineers ( cough Google+ cough). To get a promo you needed big sexy new features. "Kept Reader running" on your perf packet would get you a Meets Expectations at best. Nobody wanted to work on it because there wasn't anything in it you could use for promo. There weren't enough engineers to do that migration and solve some of the underlying problems. It was beginning to show its cracks, and at the time there was a giant push to move to Kennedy (the UI design pattern with whitespace everywhere and one or two red buttons). Reader had been running on a shoestring budget for years with only one or two engineers. It was killed because nobody wanted to work on it and nobody wanted to fund it.
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