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Unusual to release an update so soon.
Could be GW voicing concern because things are a bit…Brexity at the moment, and they fear it will have an impact on profits, especially as they have been doing a lot of expansion into the US, Europe and the rest of the world.
Or as you say, something not selling as well as expected. Not really sure what though, or more people turning to third party retailers because of the discounts.
With the over-extending, GW do have a lot of products now thanks to the reintroduction of the Specialist Games range, and I seem to recall they did mention something about running out of factory space, when they were removing a lot of Forge World products.