I think it accomplished exactly what it was meant to.
Your heavy/light archer suits (not sure which kind you make) are unwanted because of:
1) the ease of finding and high ar/no loss magic bone armor
2) the high base ar of barbed leather suits
3) berserker talismans that require very low ar for best exp gain
Even if chain had no dex loss, it would not be better than the cheap magic bone armor you can buy/find. The bone armor is your main culprit - not the dex loss on the chain/ring mail.
You'd probably be better off catering to faction guys and the defense tali guys. So replace the chain suits with full verite and vale plate with heaters and your sales will probably start to go back up. Maybe. I dunno.