It seems obvious to me that eS dumped their whole squad in order to reset. What their doing now, post-reset, is releasing a couple of shoes a season on a shoestring budget, trying to do their best to make a few bucks off brand recognition and cheap, guerrilla style marketing. It just seems so clear that they are not trying to have a proper shoe program in the traditional sense, no big videos, no huge shoe lines, no traditional ads, etc. I think they're experimenting with that a little bit. It's deliberate, not a mistake, but who knows if its turning a profit for them.
I am hesitant to take this position of "make a fucking video, build a proper team like every other company" because that model doesn't have to be the only model. And that model clearly didn't work out beyond a decade/decade and a half for other skater-owned shoe brands like Lakai, who all had to fall back on third party capital to survive, or just died outright like Adio. So i can't fault sole tech for trying something different than the "accepted" model with eS.