Businesses suffer losses all the time, there's inherent risk in almost every business.  The biggest risk any business faces is losing all their clients, and ironically this is directly linked to how said business treats those clients.  LiveCoin is far from a "reputable business," just look at how they use their ToS to reject any and all accountability.  Those of us who would like to promote cryptocurrency into the mainstream should be ashamed of businesses such as LiveCoin, and we certainly shouldn't be defending them.