CCFC is technically a business. However as it is a football club it has an emotive tie with it's fans, history, the city etc. No one is in dispute of that.
When ACL/CCC/Higgs bought into the club... whether they like it or not they also bought into that.
Which is why they want out and would have accepted 5,5m therefore taking a loss.
Instead they were told their share is worthless, but Joy offered them 2m because they are a charity.
What other answer than F.O. should Joy have expected?