Putting some thought into this:
STS will lose sales from awaken but not all their sales, people use awakens for PvP and PvE, so they will only lose a portion of their sales as people will keep aiming for higher gold loot. Now given that PvP is rarely active I don’t think they’ll lose a whole lot of money. Probably just some outrage from people who have spent a lot of money on awakens. To counter the effect of losing sales they could sell PvP specific gear that works only in the new PvP map for plat in store. Again my logic could be fatally flawed.