As was explained by thisgraphin the first post on this topic, the penalty a team pays due to additional matches is less severe in a single match format than a two-legged format.
This breaking off from the social graph is a complete change in direction from what Parker had worked on at Facebook and is currently helping to develop at music site Spotify.
The UK operation is among those expanding rapidly, as I found out this week when I met the engineer in charge of one of the firm's most important ventures, Graph Search.