Regardless of intent, I think Native Instruments could have done a better job of spreading the word about the AVX requirement of Massive X—especially considering that AVX compatibility isn't something that users are in the habit of checking for yet.
The issue gets especially thorny for Komplete users who may not be aware of differing system requirements within the collection.
Nonetheless, most experienced users are aware that the older our computers get, the less likely they are to be compatible with the latest software. That makes it increasingly important to check requirements carefully before purchasing software. (I realize there's some debate as to whether those requirements were posted at the time and point of purchase.)
The one positive I can see for those without AVX computers who bought Massive X is that their license will still be valid when they buy their next computer, which will likely have AVX. I realize that's a small consolation now, but it's better than nothing.
Best,
Geoff