Nothing worries shareholders more than deficits. While companies may be able to get away with one of these from time to time, those businesses that make a regular habit out of losing money need to get ready for a shareholder revolt.
Of course, if a company is losing too much money, it is doomed to bankruptcy and scandal, anyway.
Unless the federal government considers it to be vital and bails is out, of course. Apparently, some companies are allowed to lose money as they know Uncle Sam will foot the bill.