My recollection from the results conference call was that Q4 was...

My recollection from the results conference call was that Q4 was a 'soft launch'. From what I've seen when our business does these, it basically targets a group of existing users to make sure there's no teething problems or if they are it can be sorted whilst the user numbers are low. I'm comfortable with this, from a technology side it probably makes sense to ensure the whole package is working as desired, reducing the risk of groups having a negative experience.