Ann: Voluntary Suspension Extension, page-19

REGARDLESS of the final result, missing ANY deadlines repeatedly, and in particular short deadlines, tarnishes the credibility and competence of the management.

I have seen this across other companies and projects and often when the final announcement was even positive it fails to restore SP and often even have much effect on it at all.

This is fundamentally because a company does not only compromise of its product alone (let alone just potential), but about a team of management that is expected to be capable and trustworthy of sailing the ship to the destination. 

In this case,  sailing into expansive waters in a torrent market undergoing correction and then wondering/stuffing about, with captains being reported as not applying professionalism with handling a socially/medically sensitive product, are not good signs and warrant serious review.