It's weird they are killing this product because the existence of products like Sketch make it clear that there is a demand and a gap in the market for a good vector/raster tool for web design.
The existence (and ever increasing popularity) of Sketch can't be unnoticed at Adobe HQ. Therefore:
1. They're going to buy Sketch¹
2. They're about to release a new product that replaces Fireworks
3. They're going to have some version of Photoshop and/or Illustrator capable of the same things.
My guess? They're going to buy Sketch. If #2 was the case, it would have been demoed at Max. If #3 was the case, they'd have demoed at least some of those features at Max.
____
1. When I say 'Sketch', I mean it-or-something-very-similar
