I was expecting some deliberation on Starbucks, which also didn’t “de”brand but removed their word mark from their primary customer facing branding. At the time

I was expecting some deliberation on Starbucks, which also didn’t “de”brand but removed their word mark from their primary customer facing branding. At the time it was received with some scrutiny but also some recognition that the brand was so pervasive it could be recognized as a stylized image with no lettering. This isn’t what I expected, and I agree with the comments so far that it represents a style change for existing brands.