I think that the viewers they did (after 1.0) were informed by the mistaken idea that SL was a social media platform, just like facebook, twitter, and so forth. They were trying to jump the web 2.0 bandwagon. They forgot that SL while the whole 2.0 thing was about people taking their real lives onto some accessible digital platform, SL tends to do the reverse for most people (as in: offer an escapist experience where people can be creative, play with outfits, gender, role-play and so forth in a way that has no connection to their real live persona, in a 3D world that is anything but easily accessible).
From what I have read, that new Scandinavian CEO does understand that SL is not facebook. And if the new investment is riding a bandwagon, it does seem to be the bandwagon of 3D virtual worlds that gained traction again because of those funny glasses. And that makes a whole lot more sense.
I don't think it would be that hard for them to tempt people to move on to the new platform. If that platform is fast, relatively lag-free (a new design should make that possible), has plenty of new features and IF they ensure that the default (free) content they provide looks relatively pretty (I mean stuff like the newbie avatars and the default trees, houses and general clutter and such, which they have been offering within the old SL for a long time as well), then the SL will look visually pleasing enough to tempt people to give it a try.
As I see it, one of the problems of the current SL is that most of it is pretty ugly. It doesn't need to be, and there are sims and avatars out there that look as good as anything you find in a AAA video game, but most of SL looks quite dated. You have to scout around to find the good stuff. And most casual visitors only see the fugly bits.
As for making money... who says SL isn't making money at the moment? I am pretty sure they are, for all the reasons you mention.