It's not so much that HiRez is trying to kill Hel's viability. It's that they're trying to weaken the power of sustain lanes.
The idea being, if you're up against a sustain god in the solo lane, say Guan Yu or Chang'e, you pick up a Brawler's Beat Stick or Divine Ruin to counterplay them instead of having to turtle because they're unkillable (unless you can 100-0 them). Incidentally, Brawler's now has pen and can actually overcome the rather commonplace early Mystical Marks that would get built on bruisers.
Granted, this indirectly hurts Hel, but she actually has a good bursting kit compared to some other support-mages.
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