The game had lukewarm reviews at launch, and the timing was all wrong. Competing with Blizzard is almost always a bad idea. After an attempt to bring in new players with a free-to-play option failed to generate new interest, Gearbox has decided to cease active development and enter maintenance mode.
The game isn't shutting down, but it's entering it's last days, with a skeleton crew remaining to keep things working properly.
As a thank you to the players, Gearbox is giving out the skin pictured above with this SHiFT code:
Full announcement: https://forums.gearboxsoftware.com/t/a-message-from-randy-varnell/1637649