My guess is no better than yours. Maybe they simply need the factory space for machines making their own, new and unique product, at least to begin with? Maybe they prefer the higher margin of vertical integration to supplying the competition with superior but standard format panels? (They could always continue to buy off the shelf for the traditional business.) Maybe they simply can't satisfy demand anyway (production limited, remember Tesla Motors)
? Maybe they wait for the next version's even higher efficiency, that could be just around the corner?
We cannot really know but as investors just have to hope management knows what it's doing during this transition. Me, I'll stay in a while yet. YMMV. Only my idle speculation, not investment advice.