I agree, and IMO they are not ok. They are spending too much time trying to convince themselves,
and us, that their re-branding is working.
I've been following that thread with great amusement. Actually, it's hilarious.

To me, it looks like their re-branding was done in-house by engineers versus actual marketing professionals.
It is very obvious to me that they did not use a professional marketing firm that specializes in re-branding.
20 of the best rebrands that got it right, according to leading designers
Best Rebrands of Recent Times
35 Examples of Rebranding Fails And What We Can Learn [2021 Update]
A proper re-brand done on the low end costs about $100,000. On the high end, millions.
Many companies have re-branded before. Some very successfully while others were epic failures. There are case studies on those and they are very well documented. Remember that whole New Coke thing?
But whatever... OI aspire.