I seriously doubt something went terribly wrong, as these guys...

I seriously doubt something went terribly wrong, as these guys really know what they are doing.

I would suggest that because the testing is with customers then they may have been satisfied with the results they are getting so want to speed up roll out. You know first in market is a huge advantage. It also means revenue will flow. It may require a coordination of PR statements to the market from multiple parties, to maximise news - and they take time to get sign-off. It also prevents leaks from happening.