My guess is that they're holding off pulling the trigger on the...

My guess is that they're holding off pulling the trigger on the big marketing push, that's been in the offing for some time, while organic growth remains strong. Once that plateaus at saturation point, then it makes sense to forcefully add customers with mass marketing and start fully charging for the service. The board is made up of some savvy players - I expect they have planned how this will go. To talk of failure at this point is premature - holding back the marketing until they feel saturation has occurred seems like a good strategy as long as they can finance it. The huge growth market they're tapping into hasn't changed or gone away either.