And the real monetary issues are that the free market has spoken and the businesses, instead of listening to this Free Market that they worship so much, have instead propped up a failure of a decision for no reason other than they’ve already spent a bunch of money on it.
If MY business failed because I stuck too hard to a sunk cost fallacy, nobody would give a shit. So why is it a problem here? They should have invested better, or at the very least, seen which way the wind is blowing and adapt appropriately.