As per Jake's feedback it looks like they get it and understand...

As per Jake's feedback it looks like they get it and understand the critical importance of focusing their efforts on the YOW business. Also as you mentioned the "brand" is paramount and here is reinforcement of that concept as Warren Buffett noted in relation to See's Candy in a letter to the CEO in 1972 as follows (excerpt from John Huber - Base Hit Investing):

The two main takeaways I took from the letter:

• Buffett was extremely concerned about protecting the See’s Candy brand
• He recognized that the key to protecting the brand was to tell a good story about the product

Buffett knew that the brand was the company’s main asset and the only real reason for the attractive economics (lots of cash came out of the business and very little had to go back in).