While I don't think that being in the sales is necessarily an indication that it's dead, I do suspect this is the case.
I posted this earlier on BGG in response to a similar discussion:
Yeah - I agree - FFG could be a lot more transparent with some of their game lines.
I understand they took a lot of flak over Starcraft and other games (Gears of War for example), and that they likely managed to achieve quite a lot of well timed publicity with late announcements (nothing worse I suppose than a game taking a long time to come out and the potential fan base tiring of it prior to its release).
However, the current model of not announcing anything upfront seems to be garnering FFG some ill-will from the very people who could be out their proselytizing in their favour.
By not being particularly forthcoming with the future of Battlelore - a game which is built around it's potential for expandibility, a game which excites it's fans with what the game could be FFG are pissing off a core group of die hard fans - burning them out with what looks like a long and slow death rattle. These are the people who write rave reviews, who keep the flame burning with creative content online, who go out and podcast about the game and so forth. None of these things is supported or rewarded.
I personally don't think FFG owe us anything - when all's said and done they're a business and need to make business decisions.
However, I am losing my interest in Battlelore, and in my opinion that FFG is a company that could represent the game well. As a something of a hybrid of board and table top games Battlelore always carried with it a huge potential for expandability. Borg's system could accommodate a myriad of fantastic potential, in my opinion. However, such a game needs a direction - often this is channelled through the setting - but FFG absolutely fail in every respect to demonstrate they have any vision for the direction the line could take.
DoW hinted at this - and perhaps this played against them as well with the delay of Heroes - but the suggestion of new races, new Lore, new heroes, new creatures and so forth caught the imagination and of many of us. Battlelore was a great game with potential, and with the hints of these things to come it had a direction and a future - fans were provided the opportunity to create content for the game as well. Of course - DoW got rid of the game for whatever reason, partly I think due to fan reactions to some of their releases, partly as they said at the time that they had trouble supporting it as well as the other games they produce (giving it the time it deserves or whatever).
So far FFG has demonstrated that it has no vision for the future of Battlelore, as such the game has no direction, the status of the game is in limbo, fan created material is totally disregarded (the Raven, Scenario builder etc) and core fans of the game are getting annoyed. So while FFG don't owe me anything, I am still frustrated at the way they are handling a game I love.
Shame really. I have been looking at Song of Blades and Heroes, Fury and other games to get into instead. I am willing to support Battlelore, but as it stands I am looking elsewhere.