If your business can't function normally (i.e. you have to disallow the buying of stocks that should otherwise be purchasable) because you don't have enough mon

If your business can't function normally (i.e. you have to disallow the buying of stocks that should otherwise be purchasable) because you don't have enough money, that is a liquidity issue. This is costing them a huge amount of bad publicity and losing them a lot of customers, so it's clearly an issue. If that issue is because they do not have enough cash on hand for normal business functions, then it's a liquidity issue.