I think it's all about rolling out a totally new and complex system with a bunch of moving parts they've been working on for at least a year to a limited number of customers, so that any issues can be contained before getting out of control. We've already had an issue with the wrong version of the Amp Sims being released but at this point, only 200 people are inconvenienced instead of thousands.
It sure seems, though, that by and large the rollout is much smoother than expected. If things keep going in this direction, who knows, maybe they'll figure it's ready for prime time.