When chatting with a sales rep at Midwest Mountaineering a while ago, I asked him about this issue (re: 2009 Jam wieght increases of 2008 model). He said that GoLite was in a bind. They weren't light enough to go after the market served by GG, ZPacks, etc. but didn't have the bells and whistles of main-stream packs (and thus didn't attract those buyers). In such, they were in the middle. And they weren't selling.
GoLite's gear is following my analogy of the weight pendulum when you go UL. At first, you cut everything and get down to the lowest weight possible. The pendulum swings fast from heavy toward the lowest weight for you (remember, HYOH). And then you add a few things back in for comfort, etc. (read: Thermarest, pillow, sleep socks, wp/b socks, etc). And then your pack weight swings back up. And you cut again, and the pendulum swings down, less now. Repeat the process, and you eventually settle on an optimum weight.
Now apply this to a business situation. As it has been noted, GoLite couldn't sell some of their items initially because they were too far out there (read: the quilt, the Fur). So they scaled back, added. Tarps disappeared in favor of pyramid-like shelters. Somehow, the Reed pants went away. etc. In the end it all comes down to money.
I do believe GoLite has lost their mind a little bit. But they also need to make money, because if they don't make money they go away. The goal of every company in a capitalist economy, regardless of their mission statement is two-fold: 1) make money; 2) grow. This is done through innovation, change, and finding products and services to fit a market or need, etc.
If GoLite can't make money, there is no GoLite. If that happens, we won't be debating what they have done, but what they did to cause their demise. Their 2010 line all comes down to a business decision, and if it works, so be it. The fringe will always be supplied by cottage gear makers and similar niche companies.
I'd like to see GoLite return to their roots. Ray Jardine, as odd as his ideas may be (or seem), designed some great gear that was trail tested or based on trail-tested ideas. Take these ideas, apply modern fabrics, materials, and techniques and sell that. There may be some intellectual property issues, but that is another discussion.