This may be a little cynical but: "With our culture of bringing our whole selves to work and seeing team as family, with shared values we live by,..." In the American business world, you are an employee until you aren't. Confusing being an employee with being "family" is a mistake, both for the company and the employee. When times get bad, companies do what it takes to survive, including throwing employees overboard.…
When a company is small--less than 10 or 20 people--it really can feel like a 'family' in that everyone would rather see the company fail than break apart. "Layoffs" aren't realistic in such an environment; the company is either working or it isn't.
As a company grows, these rules necessarily change. It's just a fact of having more people, as the momentum of the company becomes bigger than any individual. It's part of how a company grows. I've watched it happen; it's a strange thing and it feels like something has been lost, no matter how necessary it is.
The change from a tight-knit team, battling for success against all odds, to a sizable company with growth curves, finances, lawyers, outlooks, audits and EBITDA can sneak up on you. I think it would especially surprise early employees and founders, who remember the days when it didn't feel like a company at all.
Employment is never quite 'family'. But there's reasons to be empathetic to these founders' mistakes and choice of words, rather than a blanket "anyone who thinks that way has another thing coming."