Connical's COO leaves to run a startup?

ZDNet.com is reporting that Matt Assay, Conical's COO, is going to leave Ubuntu behind to go work for an even smaller company called Strobe.  The breakup seems very positive and not becuase of Canonical but Mr. Assay's desire to do something different.  The idea that he can be more impactful at the new company, Strobe,  as opposed to the more established Canonical.