I don't think they want to even head that way honestly.
I know that they have a greater market and can hit a niche a little bit better with the way they are heading. Although a lot of people that started helping them when they first started (i.e NS) they have gotten big enough that they are stepping away from that in a sense of their design and wanting to reach a different market.
While not everyone may not agree with their direction they are going, I don't think that it is a bad direction at all. It allows them to make more money.
TL;DR while Jiberish isn't in touch with their roots they are not just changing their branding just because they want to. They have more than likely taken the time to study the demographics and niches they can hit with their new imaging.