I will say this:
I work at a bowling center that is not Bowlmor affiliated. All day, every day, open bowlers come in or call so they can ask what time "midnight bowling" starts (which we do Friday nights). Many are angry, disappointed, or simply unwilling to spend their money if the lights aren't going out. There is a very significant demand for that kind of environment from open play bowlers. Even if it didn't pan out, doing cosmic bowl during open play was a sensible idea to try.