Aside from all of the problems with the game itself, I think they must've had one of the most unfortunate launch moments. Hero shooters had been pretty much on the downturn and then just before they launched, Deadlock went public and suckered quite a lot of the hero shooter audience into playing a full-on MOBA/FPS hybrid. And Deadlock is very quietly breaking all kinds of silly records for what's technically an invite-only alpha (currently #8 on Steam's most played with 137k concurrent players).