Agreed. Their commitment to carry on fighting is because of the damage to their reputation if people see 100s of their customers getting bankrupted from joining their scheme, which would impact their bottom line of their continued business.
But there is always a limit - at some point a bean counter will calculate that the cost of fighting is more than the amount of lost revenue. For the big operators like Montpelier, this is a pretty high bar, but for a small outfit, the directors may conclude it's cheaper to close down and start up again, rather than spend a fortune fighting it.