LOLZ
I watched this particular face-plant occur once as well. When they actually got customers the results were hilarious. Hilarious because I was not a direct employee, mind you.
It was like having a high-end trendy restaurant with excellent branding, great decor, a great location, and no food. So they run across the street to McDonalds and order fifty Big Macs, run back over, dress them up on plates (who will notice), and...
Running out of money sucks, but this maneuver was destined to fail from the get-go. Anyone who knows anything about tech could have told them that. One smarter alternative would have been to lean the development staff -- they had to -- and hire a small number of salespeople on contract (not full time) and offer them disproportionate bonuses to bring in sales.
What they actually did was fire anyone who knew how to make anything -- and in a way that burned bridges! -- and hire a bunch of sales guys full time and at full salary. Hilarity ensued.