Presumably the people at OUP do care, because they actually paid for it. That's the author's point: if you are trying to signal something with a rebrand, how ab

Presumably the people at OUP do care, because they actually paid for it. That's the author's point: if you are trying to signal something with a rebrand, how about putting the money into the actual thing instead of going through a pointless rebranding exercise and losing your identity in the process?