Another of the risky decisions taken by the CEO.
I don't think knows how to do normal. It's always fly-by-the-seat of your pants stuff. He's an entrepreneur, not your normal overpaid, boring big company CEO (whose original thought is: what we need to do is merge with our biggest competitor! Economies of scale!!!).
I kinda like that about him. But he's other things too, which I don't like so much.