As usual, this is internal fights between different marketing mindsets within one company. They are removing all legacy sub-brands, but in my personal opinion this is not right for SQ. Yes, for average flyer those names might be challenging to understand in order to really evaluate the product they will get. But they clearly kill emotional connection with people, who are frequent flyers and have loyalty to SQ. Those small names, which are 40-50 years old mean a lot for those guys.