I agree in the short term Shimano is going to take a hit, although as a long term business strategy I think all rod companies will need to reconsider their warranty policies.
Its my understanding that due to govt. regulations, if a company offers a lifetime warranty that company must set aside a percentage of every sale of that product. That money must be set aside in an escrow account for potential future warranty claims.
If a company is selling a large amount of rods (Shimano, St Croix, G Loomis) I can see this being a huge financial burden. I'm sure there is some magic price point at which sales drop precipitously, so I can see some companies keeping a lifetime warranty on their highest end rods.
I know the consumer wont see a lower price but I hope a large percentage of that money Shimano is "saving" goes towards R&D, I haven't been impressed with many of their products although I hear/read their new Zodias rods are great.