If you give a game comprehensive post-release support, and not the "lauded but crap" kind like Diablo II received from Blizzard, it will continue to hold value, draw attention, engage the community, and generally leave everybody in better straits as a result. The best? Considering how relatively close this is to the release date in absolute terms, I'd be shocked if this was the last kind of mega-patch endeavor that gets done by the devs.
These folks get it, and other companies would do well to carry the lesson forward. Were I not broke, things like this are purchase-inspirers outright.