Their whole marketing department has probably come down with depression over the last few years, so it's clearly time to trot out the interns doing something fun and not particularly consequential. Maybe next year they'll do a viral video.
(For the record, I'd like to see them doing well again. The more competition at the cutting edge, the better. But they got complacent, and it looks like SpaceX is about to eat the rest of their lunch, with Blue Origin possibly stealing a bit, too.)