They're knocking themselves out of the game very quickly...
I don't envy them to be honest, they have a lot of customers with a lot riding on their success (as all of these companies do). It does seem though that the worst thing that you can do in this kind of situation is close off the lines of communication - this forum breeds lynch mobs pretty quickly. Even if everybody is needed down in the factory building kit 24/7 it surely pays to have one guy/girl in the office calming the crowds.