I don't mean to sound like current film users are to blame, more along the lines of your friends and their friends who went digital. Of course in Kodak's case there is the item of showing off to shareholders, I suspected that when Kodachrome went, but that is a bigger picture failure that has many sides to it, not just still film use's decline...
If all of the sudden film use shot up 500% in one quarter then kept on going, that would make any film maker, even RIP Efke take another look despite rising raw material costs. But this has not happened and will not happen, so film makers, including our beloved Ilford, keep film around that sells.
People also keep clamoring for Ilford black and white in 220, Pan-F in 4x5 and larger, but Ilford is not exactly tripping over them selves to introduce it. Ask Simon why and you might have a better understanding in how not only do we not get everything we ask for but why other companies who despite not really wanting to for PR reasons, have to discontinue varieties of films in various formats and exposure capacities.