You're correct, I think they're not serviceable as well expect tier-1 cities. So not everyone can opt for their cards. But from a competition point of view, it is good news for consumers.
This is where Axis has excelled all these years. They give mid-range to super premium cards very easily (much more lenient eligibility criteria) and that's where the problem starts. Other banks would probably do that initially but with time they'd become quite strict with lending those cards, but Axis prefers distributing cards to more people until they decide to put the axe on everyone. Which is why it is really important that other banks like ICICI and HDFC come up with more such mid range cards, as they've more coverage than HSBC or Amex.
Axis will continue to keep doing this as it appears to be their way of running this business itself. My gut feeling is that Atlas is going to get discontinued soon, if this news turns out correct. Most likely all customers will move to Horizon and Olympus will become open for applications replacing Axis, turning out as a more premium offering.