It's just about the money, nothing more. Obviously they would love to have a signature campaign that would be 100% running for many years, why wouldn't they want such a thing? But, let's also be real about the fact that we are not going to get something like that easily, it's going to be quite tough and why would they want to pay for something like that out of their own pockets?
It's also good to remind everyone that this is a tough business to be in and every dime matters, in a situation where we are expecting them to be like that, we are forgetting the fact that they are not spending money just on this, there are a million other places they have to spend that money on.
I think it is a bit about money, but not all of it is about money neither. It's about basically optimization, which means even if you had 100k dollars to spend on marketing, would you rather pay 50k of that on signature campaign and 50k on something else, or 20k on signature and 80k on something else?
I think they have realized that they could optimize the marketing to a less signature heavy, more about other things and using it that way. Just recently they gave out 1.2 million dollars rewards, I am sure that they could have like 1k per week marketing here that could go on for 52 weeks, costing them 52k a year, which shouldn't be that big. So I agree that it's a bit about money, but not all.