This was foreseeable when Bitcoin Core rejected Segwit2x. BitPay's business model simply fails unless the blockchain can scale much more than Segwit alone achieves, very soon.
Bitpay's business model was always a bit of a special case. Undercut centralized services on fees? Not likely.
It'll work as long as there are early adopters to spend their windfall, but in the long run they'll need to pivot. And not to the next altcoin.