There's this book that came out a few years ago called "the difference between telling and selling"...a marketing and design book.
I never liked "visually" what they did after the KCK, strombolie, cobknobbler era... saw the book and new why... it was just some new techy brand made by an agency... it felt to current and uncomfortable the first time I saw... and even worse when I saw the book... Just the behind the scenes felt weird.
Kind of always made sense to me why it wasn't working after that. Sucks though... they were kind of a staple for a while.
Hope the riders find there way too.