I'm not sure I understand the forces that are pressing Elastic into action at this particular juncture (by most accounts, the company is definitely sustainable)

I'm not sure I understand the forces that are pressing Elastic into action at this particular juncture (by most accounts, the company is definitely sustainable), but it does seem as though they've reached a point where thinking has been worn down to a knee-jerk "We Must Do Something. This is Something, Therefore We Must Do It." It isn't as though they are completely boxed in. There are strategies and tactics they could employ that they haven't tried yet to pick and choose among.