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1. The Spring Sponge is unique and we all agree with this. But why the hell the new sponge, declared to be "a thing never before" should cary the same name?
Marketing. Butterfly is in a difficult position here (also quite enviable, I'll admit) where ten years into it, their technology is still the world standard. Do you wake up one day and tell people "right, this thing is past it now", we're moving in a totally different direction with [laser sponge or some such rubbish] while taking the risk it actually won't catch on? Would you let Tenergy become the new Mark V ("well it's not quite the latest tech, but we used to like it and you're not taking a big risk")? Not to mention, it is their flag-bearer we are taking about, not a niche like mid-pips or something, so there is more at stake than just "a rubber". The whole company's image depends on this.
Butterfly is following the Audi route here, if it is not broken, don't fix it but rather bring in small evolutions (which it'll also probably be in terms of behaviour, though too early to tell), that "X" - factor, for people to spend on while believing they merely have the latest version of what works best. Worst case scenario, people don't like it and you can discard it as a one off, falling back on your main product which you have never truly said was a thing of the past.
A complete overhaul is what you do when you have become an outsider, not when you have been ruling the market for ages.