If they want more people to play, yes. Once there is a large community that has been around for a while they could take their time with a massive update, like minecraft does. They started this while their popularity was exploding and really destroyed the momentum the game had. There are now two times as many people playing their old game as there are playing Rust.
The game hasn't been out long so honestly I don't understand how they coded it so poorly to begin with, but they haven't handled it well and the population reflects that.
That's kind of the total opposite of how we feel. We don't mind that server populations are dropping. We don't mind that player counts are dropping. The last thing we want to to is encourage people to take part in the alpha with a sale or any other kind of marketing/promotion.
We're in early development. We need to develop the game. That's what will increase (and keep) player participation.