Ive thought the same thing. This is pure speculation on my part, but I wonder if they...how do you say this nicely...I wonder if they are holding on to what they were? In their approach I mean. Like they think they are still fighting with Google? So they make decisions trying to get back to that "leader position" rather than really focusing on who and what they are...which is an awesome, creative, international open-source community with great ideas...that can out maneuver any large corporation because they are smaller and faster. And cooler. Then again, maybe this rebranding is evidence of exactly that realization.