I don't necessary think they were dumb not to sell shares. The backlash they would've received from the Reddit crowd would've been insane. GME received more in free advertising and goodwill from this whole episode than they could probably buy with any amount of advertising dollars. Ryan Cohen might genuinely believe he can revive GME. But you can't do that if the whole world hates your company and your guts.
GME is not in horrible shape financially. I thought they should've sold shares to wipe out their debt early on in the mania. But if they did that at the height of the mania, they could've been crucified by the public.
Perhaps dumb is too strong a word, but GameStop didn't benefit whatsoever from the pump and dump. Virtually none of the free advertising you referred to said much about the company itself or its future prospects, and the ones that did always pointed out the business model is still shit. It was all about WSB/retail vs. the pro short sellers.
You're right that their balance sheet is decent, but this was a golden (if limited) opportunity to raise some quick money off of a mania. They're gonna certainly need that capital in the future as they'll be shuttering stores in droves (which costs real money in breaking leases and severance pay).
The main concern besides market timing would be the SEC; maybe the board considered an equity raise and passed. Since you've been paying attention, shady fly-by-night corps and SPACs have raised tons of fresh capital over the past 10 months, and hardly anyone has complained that they're risking bad press by selling shit. Just for one small example, Nikola has settled into a trading range after it was exposed as a borderline fraud operation. Pissing off Redditors or Robinhood traders is the least of GameStop's concerns.
Honestly, the only way to save GameStop would be to close about 80% of its unprofitable stores and switch over to online ordering for everything else.
Basically, they need to become the next Steam or Epic Games Store before they get crushed by them.
I owned GME before the PS4 launch, and was happy to get out break even. As usual, I'm bad at market timing and could've booked some solid gains if I had just ridden the 8th gen. console launch window.
But anyway, downsizing by 80% wouldn't help them because their business model is fundamentally obsolete, and they have no replacement. They were basically a lucrative pawn shop, but their ability to acquire physical media is nearly gone. People keep referring to Chewy and Ryan Cohen, but there's literally no comparison between selling pet supplies and video games.
You advised shifting to a Netflix business model, but they've already tried PC digital downloads
years ago and failed. In reality, there's 800 lb. gorilla Steam and a cluster of also-rans (for mobile and consoles, the 1st party stores dominate). GameStop has no special advantages that enable allow it to pivot to establishing a successful alternative digital store and if they had, they would have done so years ago when the writing was already on the wall. There's no such thing as a legally sanctioned third party digital store for game consoles.