I could just be more than that.
Perhaps a legal or Law enforcement issue because the manner in which they decided to whip up everything in a short time, including all the social medial handles. Maybe there was something brewing up in the background that we did not know about.
Anyway, it's unfortunate that they closed shop.
Even though I cannot substantiate this line of thought, I really feel it has something to do with the authorities. The closure was sudden considering that they rarely even started. Every business takes sometimes to become profitable and a business of this magnitude should have envisaged some challenges at the beginning if there were no external factors at play here. So my best guess is that they ran into problems with the authorities which might have made the investors incur some losses in a business that is just getting started.