Because it was a publicity stunt to drive up the price for the company's shares?
https://techcrunch.com/2018/02/02/the-iced-tea-company-that-changed-its-name-to-include-blockchain-retracts-on-bitcoin-mining-operation/First line is enough:
Remember the iced tea company that changed its name to Long Blockchain and immediately shot up by 500 percent on the stock market? Well, it turns out it may not be getting into the blockchain after all.
They changed their name, issued stock, the sheep bought, now they are have the pockets full of cash and could easily just abandon the company altogether.
You really believe every project that claims to get into 'blockchain" "crypto" to be true?
