Obviously there was a lot of operational issues that lead up to this, and hopefully the company gets theirs for that. The captain telling people to not don life jackets should be criminal and I'm going to guess he was trained that way.
But the equipment has issues too. It took on a few good waves and sank, something hauling around 30+ people shouldn't sink from that or that fast.
Also there is very poor egress, especially since they had the rain windows down. The back stairs were locked up and probably too heavy to open once it had capsized and the windows being down, and the roof, would've made egress from the sides or top much harder.
The captain not preparing for abandonment sealed the fate of the dead. Not to mention he cruised right by the Branson Bell, her dock, and most likely to have been able to help, her manned tug boat.
They should've never been in the water, but poor equipment design usually shows itself after bad decisions are made.