2.a They sold some of the assets bought at step #1 at a loss (dont know why).
2.b Flubbed the PR game while trying to raise to cover the loss
2.c Bank run!
If 20 people give you $1,000 each totaling $20,000 and you just know you can make $50,000 by holding it for X amount of years thanks to the economic gods, what happens if your $20,000 suddenly is only worth $5,000 thanks to you having to sell said asset much sooner than you would like?
I imagine they ran out of their more liquid instruments.