They are really going for the exit don't they. They were doing really well in California but now they also have one in Ireland now and they went for New York which is like one of the capitals of finance world with London. I think Ireland was for the London part of it without getting into too much tax trouble (tax laws are easier in Ireland but still can work with British investors). This all tells me there could be two reason why they are doing any of this.

They are either working to get their customer base higher and make more money with it but more realistically they are probably going to make their valuation a lot higher soon and try to find a way to get acquired by one of the big companies and sell it for couple billion dollars and get out as rich people instead of keep running this company until it doesn't worth anything.