I could be wrong about what this guy means, but I'm well familiar with "cash is king".
And it is, particularly in bad economic times.
It doesn't necessarily mean having stacks of cash lying around. It could be cash equivalents that be converted to cash quickly.
In times of trouble, like now, I've seen the people who can come up with (typically fairly large amounts) cash purchase assets (real estate, biz equip) at steep discounts. Sometimes 10 cents on the dollar.
If someone can afford to advertise and market their assets for months they are not in that much trouble. I have seen cases where they need the money NOW (marital break up). I have seen businesses liquidated in cash auctions. Since other businesses aren't doing anything few show up. I had a client acquire over a million $'s worth of cell phone equip. You could set up your own cell phone company with it. He flipped it to someone in another country for $500K.
I've seen this a number of times.
Fern