It appears that all of the money made in Firefall from Founder's Packs to Red Beans to VIP is currently recognized as deferred revenue... Meaning that it will not become recognized until the official launch. The point in this is that the company is currently making way more revenue than what is being reported in their semi-annual numbers. All of this will come to light when they launch in 2014.
Add to that another $23 million from the Garena licensing agreement in Singapore which also will be recognized at launch. Long story short, the official Firefall launch means huge revenue numbers right out of the gate... Jun Zhu knows this and that is why you are seeing all the recent pressure put in Red5 to get the game out live! It will be big fun for all longs when that news breaks later this year.