@pedrog
Not in this case. Neo's liquidity problems started with the Bitfunder IPO funds, probably frozen or retained in a pending gov investigation.
Danny claims "only" 1600btc lost in bitfunder. Where did the other 10k btc go?
We can speculate on how expensive the paid TV ads and actors were, on how expensive was the software or the POS and NEO cards, promotional events, website, renovation work on the building, travel expenses, other operational expenses, lobbying, lawyers and so on. Danny said all these costs are accounted for. Guess we'll find out soon enough.