And you, Sir, are absolutely correct. You do NOT want the brand to die. It is better to surrender some short-term profits for long-term viability.

A soft drink company could maximize short-term profits simply by substituting to low quality, low cost ingredients, but would make that extra profit exactly once as consumers would quickly figure out that the drink now tastes vile. When I was a kid, Hydrox had the world's best apple sauce cookie. They changed the ingredients and killed the brand. I still miss those cookies (40+ years later), and can remember the exact taste of them.