Bitcoin has risen far beyond the levels that most people bought their lifetime contracts at. That means that if people bought at $2000 per bitcoin, they're receiving only a 15-20% refund on their initial investment and any proceeds from the actual mining(probably not much).
If they choose to wait for months then they are also losing out on a lot of profits(4 months actually). Nowhere in their cloud mining advertisements does it say that this sort of behaviour is acceptable, they should have foreseen China's decision to regulate bitcoin mining strictly.
At least they're not just running away with customers money, tbh. But cloud mining in essence is just a scheme to make the administrator of the scheme rich and take money from newbies thinking that they will be rich from this.