The article seems quite clear, this is not just rebranding and is certainly not cost cutting, I think there is a far more fundamental underlying change in the way the club will operate. The Carillo, Hoedt, Lamina type transfers have been an expensive lesson and these will be far less common in future with more good young players being brought in (like the rumoured Rodriguez lad from Spain for £400k) to start in the B team and so then become 'oven-ready' (to quote the modern phrase) for the A team when senior players move on to 'better' things. I think we will see less use of the loan system for younger players to gain experience and development, instead those that are not considered A team material will be sent out as preparation for finding a career elsewhere. The emphasis will shift from developing players in the U23's to developing a coherent B team and one that is successful and used to winning. There is far more to this than we fully understand at this point but I am sure it is a significant change not just rebranding.