Unless I'm misunderstanding, it sounds like this is not a 'rewrite'.
Its creating another app that serves a different purpose and a different customer base. The current app remains un-rewritten, and people still continue to use it.
The podcast that DHH mentions in the comments, http://fullstackradio.com/episodes/9/, is worth a listen. This post seems to come directly from a discussion towards the end of the episode.
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[ 3.9 ms ] story [ 17.8 ms ] threadIts creating another app that serves a different purpose and a different customer base. The current app remains un-rewritten, and people still continue to use it.