Agree with most of your points except one. I dont understand why...

Agree with most of your points except one. I dont understand why building out network should take priority ? I am not saying it is wrong just think that most businesses get some traction in a targeted area and then when they have success, when they know they can make a difference in a market they roll that out. Jay is rolling out and then hoping to get success. A devils advocate could say rolling out is better only because they get trial customer but one that doesn't and never return. So they get growth but growth that is not sustainable. Why are new market growing quicker than older markets..
Is there some network effect for similar businesses that show this strategy is better or some rationale ? Maybe Uber rolled out like that ? 
Just curious. Maybe we should shoot the CEO a letter.