Working assumption: CCP needs more than they currently get from EVE to keep the freight load of WoD and Dust development rolling, and reckon just overheating a tad the old locomotive boiler won't do it.
In short, they need to borrow money, and they're fine with selling their coal-car to buy a new suit and enough bubbly, leather seats and drapes to impress the bankers — hoping EVE will be nice enough to keep running on its momentum and look the part until moar funds are secured.
The sad thing is they probably are going to drive their entire train off the rails and into the ground before even they run out of coal, when they could still save the entire operation by showing the least bit of common sense — although I'm not entirely sure to which extent it's still up to them by now.