I would think the shops would have to benefit in some way if they take part (like when they are in shop hops or Row by Row and things like that). It usually costs them money to be a participating shop. If everyone just visits the shop and clicks on the bunny, or picks up a free pattern (in the case of Row by Row or other things brick and mortar shops do), the shop isn't getting a return on the money spent to participate. The shop owner has to then make a decision as to whether it's cost effective to continue to participate. It's possible that's why some shops are dropping out.