Why? I see "welcoming", "fresh", "friendlier" but those have no real meaning here. The changes seem pretty arbitrary, and for the worse in the custom typeface.

Why? I see "welcoming", "fresh", "friendlier" but those have no real meaning here. The changes seem pretty arbitrary, and for the worse in the custom typeface. The ads using this new language look cool, slightly departing from 'corporate memphis', but could it have been done without changing the logotype?