Ann: Entitlement Issue Prospectus, page-149

My perspective is a little different. Sas still want to do equatorial voice data and text. My understanding is that it was very difficult to get a vehicle that would do an equatorial orbit. with the virgin orbit slippage I believe they had to change approach in the short to medium term as its "easier" to get a vehicle that does polar orbits.
So I don't think they got their target market wrong. I believe they were trying to work within constraints to get to revenue more quickly. Just a clunkily timed and clunkily communicated pivot. My opinion only.