Release schedules and cliffhangers

I am not fan enough to know what's going on with it, but apparently Initial D Fifth Stage ceased its run after ep.10 at a major cliffhanger, the likes of which we didn't see since Pioneer releasing Tenchi on VHS. Except that apparently this is not an OVA and it's happening in anime's original market. Are rankings this bad? ANN says DVDs sell very well.

P.S. Apparently it's on a monthly schedule, analogous to initial broadcast of Katanagatari, only not on NoitaminA, but on a PPV channel. Sounds like an excellent way to drive the whole thing into the ground, congratulations to rights owners. Works even better than Takumi getting over Natsuki and jumping at that golfer chick in a space of two episodes.