A couple of bits from the Hurricane Local Statement issued at 11:50

"FRANCES IS
MOVING SLOWLY AND COULD MOVE ALONG THE COAST OR MAKE A MOVE TOWARD THE COAST ON SHORT NOTICE AND INCREASE RAPIDLY IN INTENSITY. THE BOTTOM LINE IS ALL RESIDENTS IN THE WARNING AREA MUST STAY VIGILANT."

"THE MAXIMUM SUSTAINED WINDS WITH FRANCES ARE NEAR 115 MPH. ALTHOUGH SLIGHTLY WEAKER THAN BEFORE...FRANCES IS STILL A MAJOR HURRICANE...WITH SOME INCREASE IN INTENSITY POSSIBLE."

So Melbourne is not ruling out strengthening here, and any more weakening may increase the wind field, thus affecting a much wider area. That could be worse than stronger winds affecting a smaller area.

Just listened to Steve Lyons, he says structural damage confined to mainly the east coast, but downed trees and power lines could extend into Georgia too.

This is a pretty neat image for seeing just how far out strong winds extend.