[migfromparis]

What would they sell something that's getting traction?

[biot]

Have you considered reading the article? The full title as well as 50% of the article addresses exactly this.

[weaksauce]

Maybe they believe in the next thing so much that they are willing to let it go. Maybe they are sick of this project. Maybe they don't think that it has much of a future after the initial surge of users. It's all speculation though.