Marty,
I see you've made some calculations that show the investment in digital has very little impact to the bottom line. But perhaps management is hyper-sensitive (and rightly so given the climate of suspicion in which they operate) to any shortfalls in EPS/NI no matter how justified the investment might be for the long haul. I guess I'm just suggesting that they may feel more at liberty to make these investments when the street is more accepting of their story and has given them the valuation they deserve. Especially if said investments are not immediately essential to the performance of the company. They also may feel a reluctance to spend their cash on something they view as "not immediately essential" since they have just committed to a divi and are facing the start-up costs for SWITOW.
Personally, FWIW, I'm satisfied that a timetable for implimentation seems to be in place.