If I had to read between the lines, the statements made by Nick don't exude a lot of confidence. Without clear numbers, one can only conclude that the sales are less than stellar and are anything but hot sellers. Coming from the Montreal Gazette also gives me the impression the launch hasn't even moved from ground zero.
Described as an "exercise" after the fact, is another indication that this launch is very limited in scope and may not procede if the numbers don't warrant another influx of much needed cash.