AI startup 11x will rent you a bot to find you sales prospects, craft an appropriate email, and schedule an appointment to pitch a sale to them. Wow! So how’s 11x doing? It’s landed $74 million in …
You are correct, and a company with this kind of name should NOT have its name reported in the headline because it's confusing and not well-known enough to avoid that confusion.
Substitute that for "AI start-up" and the headline is immediately more clear
claiming to have customers you don't actually have so vocally that they have to sue you to get their names out of your mouth should be a death knell on its own, but the whole "pretending their already-expired three-month trial contract is still in effect for the full year" is a great way to find yourself pulling a Sam Bankman-Fried, except that you don't have a side company to pull $$$ from to cover your tracks
The investors read "11x, the company's, revenue is 10 million" but what they missed was that the correct reading was "11 x [the company's revenue] is 10 million", so the actual revenue is less than a million. Easy mistake to make! Better luck next time investors!
The headline is a bit of a crash blossom, but if you read the article, the comments in this thread, or even the title itself carefully enough, you should be able to parse it. If not, I'll help:
A startup company named "11x", whose business model is AI sales, claims to have customers for its software (which incidentally doesn't work), who in fact are not their customers.
No, that title is orthographically wrong, besides using some very non-standard phrasing: the name of the startup, 11x, should have been between commas.