It seems to me that you are saying it's OK for a company to contract to provide a service for a period of time, but have no plan in place to do so despite taking customers' money. I'm sure that's not what you're trying to say though, so hence my questions.
If a theoretical company's business plan involved selling 10 year subscriptions at a price that could only fund the contracted service for 2 years, and didn't have a plan in place to fund the service for the remaining 8 years, but yet the directors took a salary, bonuses, dividends, etc during that time, that would be dodgy, right?
Obviously I'm not suggesting this is the case with this company or product.