The thing is, they won't lose business. They are using it to make MORE money. Instead of companies simply buying a bunch of games and renting them out, they would need special serial keys or special versions of the disk. In addition to that, you can't buy used games any more. So, anyone that wants it has to pay full price or a slightly on sale price.
Either way, this isn't because of hackers. They are using it as an excuse. How many steal PS3 games compared to how many buy them legit?
There is a hell of a lot more money they can make by adding keys than getting rid of illegal copies. And honestly, you are saying that people will go to lengths to flash their PS3 to a custom firmware and download/obtain games, but won't go far enough to spoof the authentication server? That is going to be broken. It isn't even a question of "how" as it is "when".
In either case, I'm not saying stealing is legal or moral in any way. I'm just saying that they are releasing this under the guise of "OH THEY ARE STEALIN OUR GAMES", which seems legitimate and this is an extremely ineffective way to combat stolen material.