Rebranding is a business decision. As a distant observer, I can only guess that trying to get into the line of business that focuses on production contracts vs. the small competition market is a smart business gamble.
Now now now don't get all butthurt about your precious custom competition namesake, like S& W et. al. a division of custom, high priced, prestige models will be offered to the status conscious. this is a well established, almost standard, business model that works.