In the futures market the items traded are accurately described as futures, rather than the seller pretending that they have the item they're selling.
They're not pretending to follow the rules of the market, they are actually following the rules of the market. Having actual posession of the item at the precise moment of sale is not a rule of the market in question. Lay investors still get their shares delivered, so I have no idea what you're worrying about.
The fact that no one was willing to do that to OSTK stock tells you how shitty the company is and how overvalued the stock was.