There's a whole new batch of us starting PDF publishers who just recently entered the market; off the top of my head I can think of myself (Highmoon Media Productions), Octavirate Games (around for a while but really cranking it out lately), Tabletop Adventures, A New Arcadia, and Big Finger Games, and I know I am forgetting others.
Speaking for myself, I would love to do FF but after I have a couple of products under my belt. But I agree that this was a really good feature that should be kept alive. I learned quite a few lessons from it.