Didn't they get the permits from Exxon (or another gas major) in...

Didn't they get the permits from Exxon (or another gas major) in the first place before the CBM revolution took off. They would still know what is there and 10 years later might see farmin through EPG as the best way to get in on the ground floor.
If nuclear stops in France and Russia start playing funny buggers with the gas supply, this could become a national security issue in Europe.
Plenty of reasons to think this can still make it big.