[danlindley]

I believe that is answered in the link: "Someone else mentioned the issues and limitations with our current brand and we want to try and move beyond that and I think we're on the right track"

[duskwuff]

> "Someone else mentioned the issues and limitations with our current brand..."

This really just sounds like a veiled way of saying "our current brand has acquired a bad reputation and this is a way to get away from it".

[preinheimer]

I don’t know that you’re being fair. Their name is “namecheap”. It’s hard to lean in on anything premium when “cheap” is in your name.