I think they just went ahead of themselves. Plus, they're changing markets, don't u see? Since NH and SS will eat their crap, they'll survive...
Well, if it's true, I hope I can see their enthusiasm bite their ass. It's great enough to see that their beloved movie is rated as the worst Naruto movie althogther, so hey, at least I can finally laugh about that. I wouldn't shed a tear if in the end they try to save themself bankkrott.