Or, they may have been naive. Small companies especially tend to have people with a more, I don't know, 'social' set of business expectations? 'I wouldn't do it to others so surely they wouldn't do it to me / they'll reverse course when they see how bad it looks' sort of expectations. I don't think we should feel "very little pity" for people like that (sympathy is human): but I'd instead say, I think they may be taken advantage of, but I feel admiration because an expectation of good conduct is something everyone should have and retain, even if it is breached.