CEOs are trying to keep the company going.

It would make no sense for every CEO whopse company is a month away from shutdown to be announcing "listen just to let you know, we are a month away from shutdown, but we are trying to find the money to keep going".

For many companies this is the default state of operation and undoubtedly many companies have gone from that state to great success.

What would employees and customers do in the face of such an announcement?

If you have ever been CEO of an ordinary company trying ot build a business then you'd understand.