For sure. It's becoming less and less common but there are still plenty of people that think that baking skates does nothing besides help them break in faster and "don't want to wear them out prematurely"
But my comment wasn't really about that so much as just the idea that baking True or Mako was an absolute must to get the fit right. If that ever becomes the same for Bauer and CCM then you won't see stores unwilling to bake before purchase because it will just be normal and generally required. So in some ways, True is being the Apple of the hockey world by being willing to be kicked in the face or bitched about in the process of pushing tech forward (I recall when the first MacBook Airs were obscenely expensive because laptop SSDs weren't really a thing yet, but they bit the PR/backlash bullet and put them in anyway. Prices went down as it became more common, and now we're better off for it in the long run.)
If True can figure out a model where pre-sale baking is sustainable, then it may become commonplace. They just may take a lot of shit in the process, hiccups, etc.
Or it could blow up in their face, True fizzles out or just goes back to custom-only, and we continue on the same path of nothing really changing year to year. If there weren't so many people willing to forgive a bit of a cosmetic nightmare (I never experienced this personally but many many people did) for something that is unbelievably comfortable they'd likely already be dead as a brand.