We consider the N = 4 SYM theory in flat 3 + 1 dimensional spacetime with a time dependent coupling constant which vanishes at t = 0, like g 2 Y M = t p . In an analogous quantum mechanics toy model we find that the response is singular. The energy diverges at t = 0, for a generic state. In addition, if p > 1 the phase of the wave function has a wildly oscillating behavior, which does not allow it to be continued past t = 0. A similar effect would make the gauge theory singular as well, though nontrivial effects of renormalization could tame this singularity and allow a smooth continuation beyond t = 0. The gravity dual in some cases is known to be a time dependent cosmology which exhibits a space-like singularity at t = 0. Our results, if applicable in the gauge theory for the case of the vanishing coupling, imply that the singularity is a genuine sickness and does not admit a meaningful continuation. When the coupling remains non-zero and becomes small at t = 0, the curvature in the bulk becomes of order the string scale. The gauge theory now admits a time evolution beyond this point. In this case, a finite amount of energy is produced which possibly thermalizes and leads to a black hole in the bulk.