Late to the thread, but, yeah. It's not like it's a new thing for a business to tick off its current customers as a result of dreaming up ways to get new customers. Add in hubris and greed, and we get bad decisions.
Having said that, the NWSL has had a pretty good year for kit changes (e.g. Orlando) and intelligent branding (e.g. Louisville). Maybe MLS needs to start asking their advice?