When you "hit the wall" it is not because you made a mistake here and there. It is because you've been piling workaround on top of workaround and have trained your tech staff to never, ever, actually investigate a problem, but fiddle with knobs and kick it until it "works". While still having no idea why it works. Calling for help when all that you know to do fails is not smart, at least not any smarter than shouting for help when you're drowning.
Unfortunately, even a thing as simple as building a scalable news site or web shop is not something so well understood that you can just set up web framework X and let it run, treating it like black box, tweaking it's parameters until it no longer fails and randomly buying more expensive hardware until the problems become less evident.
Management that a) does not know how to hire competent technical people b) actively avoids hiring competent (and probably more expensive) technical people c) consistently rewards people for finding a hacky workaround after an all-nighter instead of investigating and potentially fixing the actual problem, just deserves to fail. Bringing in 3rd-party consultants is not going to somehow fix their *actual* problems (which, as Josh notes, are managerial in nature). They will just keep "handling" issues the exact same way, spend more frustrating hours, lose even more viewers/customers and, of course, money. What's worse, they'll keep stressing their employees to do the impossible when things fail. If you make sure you have know idea how (let alone why) your system works, you can not fix any but the most trivial issues and definitely cannot outperform a competitor that has a clue.
Now, obviously, sucessful (not necessarily smart) business decisions might keep you going despite that, but that in no way vindicates your recklessness.