JBR is one of the very few industry labs that conducts pure research in CS and programming language theory. For a relatively small company, their publication record is exemplary.
https://scholar.google.com/scholar?hl=en&as_sdt=0%2C5&q=%22J...
https://scholar.google.com/scholar?hl=en&as_sdt=0%2C5&q=%22J...
Sounds like just because they can but not exactly using them effectively on the new fleet offering by the look of the progress speed.