Their argument is that the new branding "outside the box" approach is pointless. My overall take on Eli is that he is very afraid of change. His lack of creativity sometimes amazes me, they over-criticized something similar with Framer. The point that they never touch is something I've been thinking a lot recently. Dropbox and other storages companies are trying to get rid of the file system. Whether that's good or bad and that's an argument for a different thread. But I can see how thinking of the company as a place bigger than just storage needs a rebrand like this.