npub13vq6dqglxhsf9tgnu65n6elp5hfta02ezv3emu5d9fms0s67pw7she6r2y (npub13vq…6r2y)
I think your second point is fair... but the situation seems to be they cannot make their business model work as well in the UK... so on one level the opportunity cost is what is drawing them back to the USA, but I think the issue of timing you mention is the key point - moved in too early?