FFA's main reasoning was concerns of a "talent deficit". Also advised their priorities before adding new teams are:
1. Broadcast and live streaming of all WWL matches and
2. Delivering a full home and away schedule
Full article here:
http://thewomensgame.com/news/talent...t-493825/page0
Really though, when the club has come out and said they'll be operating A-League side on the absolute bare-minimum funds to stay afloat it's hard to see why they thought getting a W-League license to add to their expenses would be a good idea.