It already is happening. LUNA which is their new coin has plummeted already. They've failed once already and I think that it is enough for the investors to be skeptical with this project. Their failure will be remembered by many investors. Do Kwon's arrogance will be remembered.
Long term? I see the project as a failure like what they did in the first one. Once trust has been broken, it will almost impossible to regain it so long term, I don't see LUNA to be successful. Well, there are still some traders who can took opportunities and trade this coin to gain some short term profits but I'd rather buy other altcoins than LUNA for long term.
LUNA may turn out to be just another "shitcoin" like the rest of the other cryptocurrencies on the market. There's really no substance to it after what happened with the UST crash. Bitcoin is what it's all about, as it enables truly cross-border payments and security/reliability not found anywhere else. There's a reason why it's still the #1 cryptocurrency in the world. The crypto market needs some cleansing as there are too many projects which serve exactly the same purpose as others. Who knows if LUNA 2.0 disappears until it becomes history? Just my opinion