There usually is something to be gained from rewriting something from scratch (wouldn't say always): better understanding of the problem domain, what works and what doesn't, etc. I can't help but think though, that if they had made a better choice in the beginning, they wouldn't have had to resort to that.

Beyond that, "fastest to market" doesn't appear to be the case for this particular company. They do surveys and social media analytics. Both of which have been done (many, many times) before. I don't mean to disparage the team or the product when I say this by the way, nothing wrong with trying to build a better mousetrap. It just doesn't appear (on the surface) to be particularly disruptive or groundbreaking.

Rewriting a codebase does not always give great improvements relative to hacked together code.