Thanks Con-a-ser; this definitely sounds like something I may wish to explore as well, certainly if the standards of the rooms and girls are in the same league as the well-established competition in the area.
Looks like they intend to start relatively small, with only 2-3 girls working simultaneously. You're probably right in saying that this is due to the Catch 22 situation they find themselves in. However, after some (hopefully) good experiences the word will rapidly spread on forums such as this, and they should soon be able to make better use of those 5 rooms. Prices will play a role as well, obviously, with their local competitors to some extent reflecting what punters will accept, as we have seen in for example GFE's decision to offer a bit more VFM in Bury than they do in Sheffield.
I'll await the photos as well. Here's to hoping they will not be overly photoshopped, and that they'll be reasonably honest about ages and dress sizes!