I think it’s far worse than that - it’s not that the traditional owners are not enough - they already lost the traditional owner. It’s been a zombie brand for years. This is an admission of defeat masquerading as edgy and revolutionary- a desperate cry for attention from a company selling a product nobody wants. Since they have no good ideas on how to resurrect the legacy of the brand, they think the best option is to burn it to the ground and have to be intensely provocative in their design and positioning to have ANY relevance in the future. But at the end of the day, this is just a sad, aging divorcee with implants and lip fillers looking around at the bar for her date who will never arrive, blinking back the tears of embarrassment because she is alone and knows everyone is laughing at her.