[ukmu]

A rebrand, in general but not exclusive to every situation, is a way of admitting defeat. The proverbial waving of the white flag.

Not sure if that was the case here. I truly believe HASBRO was playing the long game back then. They knew they were slowly going to kill the scale. It reminds me of "how to boil a frog." Governments do it all the time to take away liberties. Basically, if you drop a live frog in boiling water it will just jump right out. However, if you place the frog in water that is a comfortable temperature and slowly increased the temperature.... the frog will stay in for the duration and gets boiled voluntary.

The slowly raised the price by just a bit. Then gave us a HIGHLY anticipated figure in Bishop but with the new reduction in articulation. We accepted it as a one off and a decent trade for a coveted X-Men character. Then they did it again (rebrand) and. This time increased it more and the new less articulated bucks became the norm. Also they slowly decrease the plastic quality each year.

So, that is where we are now. Boiled frogs, all of us.