The thing is, you'd think I'd be a prime candidate for this. I don't want 4e, I've been a loyal 3.5e customer who has played it regularly since it came out, I haven't played Exalted but I've heard of it, and I already play and know other White Wolf games well (being a big fan of Mage especially, I just wish there was something like the NWoD rules for Mage on top of the OWoD setting/fluff). . .
However, I don't want it. I don't like destroying books, it's a personal ethical type thing for me. On top of that, I don't want to stop playing 3.5. A big reason I don't want 4e is that it appears to be going far from the 3.x and AD&D roots of the game with regards to flavor and play style. Trading in the game I already like for a game that goes even further away from those roots is not a good deal to me.
Now, if White Wolf was offering some sort of deep-discount program, like was suggested, of the Exalted 2e book for $5 or $10 I might even consider it, because I've heard a lot from people who have liked it and if it was cheap enough I might pick it up and try it and might even play it in addition to D&D, but not as a replacement.
As for the issue of playing a "supported" game, I don't see the appeal really. I knew people that played AD&D 1e for well over a decade past when it ceased production, I know that older editions of D&D that will never be supported again (barring a radical change of ideology at WotC) have strong followings here, and I realize I don't need support for 3.5. I've got literally two full bookshelves of 3.x materials and some 2e materials I still use for "fluff". I've got enough raw D&D materials to game for the rest of my life and not run dry. Having new books coming out is nice, but I bought only 5 D&D books in the last year, down from the dozen or more I used to buy.
So, it's an interesting marketing ploy by White Wolf (they do have some interesting marketing stunts, I remember the "The Devil Made Me Do It" sale at the end of the old WoD to clear out backstock, selling lots of books for $6.66, I made out like a bandit then), but honestly, I doubt it will really get a lot of people to abandon 3.5 for Exalted instead of 4e who weren't already seriously looking into playing Exalted.