It looks similar to a cable/fiber rollout where they have to onboard each region individually. I know they are currently doing this in the Atlanta metro.
Like cable/fiber, once they have good models of the business and what it costs to roll out, they have the freedom to accelerate and do regions in parallel. If the business works, I would expect them to scale the pace of rollout.
The diversity of geography may be critical, though. You can only drive the Embarcadero so many times before your loss bottoms out.