I hope they do not throw out the baby with the bathwater. In their rush to "repackage" and rebrand they need to be careful to not devolve into Upworthy-BuzzFeed-Mashable style popcorn BS. That stuff is worth about 15 seconds of glance thru, never remembered, never quoted, never relevant beyond ad-clicks.

There is a real danger here that in the course of changing their looks they may lose their soul.