I'm curious - why the new identity was needed? And what benefits can it bring? Currently I lean towards the opinion that it's just a mismanagement (especially l

I'm curious - why the new identity was needed? And what benefits can it bring? Currently I lean towards the opinion that it's just a mismanagement (especially looking at the final effect). I hope it's not true, because we really need a healthy, independent and privacy concious organization that provides a trustworthy browser.