They don't need $10k a week (each) for food and rent. I know it's temping to justify their actions based on our own biases, but it's pretty clearly very unusual behavior for early startup founders who believe the future value of their platform will be many orders of magnitude higher than it is now (as most founders believe, or they wouldn't do what they do).
There might be a really great expectation. I'm just not sure what it is and I'd rather hear it from them directly then continue speculating about it. I've defended them often on steemit chat, but I'd prefer they value this discussion in the community and address the concerns directly.