Interesting that in that press release, unless I'm just not seeing it, the words "Bitcoin" and "Mining" don't appear anywhere in it. Instead they use "Transaction Verification Services" and "Hashing" as the only words that describe what they are doing.
Yeah, I think there's either a press blurb or an interview somewhere that explains the reasoning for it, would have been around may/june, shortly after they put out their bit about hooking up with Spondoolies-Tech;
https://bitcointalk.org/index.php?topic=521520.msg11412144#msg11412144iirc, came down to them feeling it more accurately describes what they're doing, although I'd imagine somebody with a 'marcom' itch had something to do with it as well

I wonder if they take visitors.. I should be in that area in ~2 months
Most of the big companies switched to that last year, 21 inc, Bitfury etc will all say transaction verification. It helps investors understand why we're burning millions of KWh's and why they should give us money to continue doing so.