Obviously every firm's goals are driven by the goals of those in control. In the case of Knight they are largely a trader driven firm that has arrived late to the algo party. They were looking to get ahead by being one of the first market makers on the NYSE's new retail order matching system and probably cut some corners to get there. From a risk v reward perspective it probably looked like a good bet - with no major competitors customers would flood in and any bugs could be ironed out in live. Unfortunately the 'fat tail' (http://en.wikipedia.org/wiki/Fat_tail) struck and it may have sunk their company.
For a closer look at what went wrong see http://www.zerohedge.com/news/what-happens-when-hft-algo-goe...