There was already business domain specific terms for all of the many things people regard as bootstrapping. In this case it seems like it is a mildly successful agency already earning enough to pay 4 people, realising they could make more money a different way. Maybe this is just business, jargonphiles might call it 'pivoting'. Seems a world away from someone else 'bootstrapping' without 2 dimes to rub together from their garage. Or indeed the truth of many more of these stories that read like 'I made a good bit of money at my old job so took a year off and started a saas business with significant sums of my own cash'. Maybe I'm just bitter.

I guess one thing people might want to bear in mind if they are not in the US, you may find senior finance people in the UK, for instance, totally bemused by this term if you find you want to stop bootstrapping and look for funding.