imagine if you lived there, and enjoyed great brand strength on your home turf, you might let your ego or local success, interfere with your better judgment...
they have expansion plans, if they are going to rebrand, better now, than later.
ask me though, bad move - the brand had enormous traction here already. not saying they made a mistake, time will tell, but they're certainly thinking on a plane that i don't.
branding isn't their biggest mistake, imo, certain partners in certain channels, aren't ideal choices to grow into an Amazon peer.