Wonderful article! This makes me think of the press cycle — we build someone up, we love them…and then we want to see them fall (Lookin’ at you right now, Zuckerberg). The higher someone is up to begin with, the more delightful the fall from grace. There’s just something in us that wants to see old things die and new things replace them.

So kill off old parts of a brand becomes a way to protect that brand because eventually, your fans will turn on you :)