David et al, yup, I think it's fine for ULA to move more toward a profit motive... that's kinda the point of having a business, after all! IIRC (and perhaps I don't), it seems like I remember a letter from Brian or the new owners saying that some new packs would be coming out that Brian had been developing; if I remember that right, the new designs are still "old" ULA anyway. That said, there's obvious interest in a smaller pack; they'll lose some business by not providing that product, and more importantly might find that people develop brand loyalty toward the supplier of their smaller pack. I see it all the time: someone has had a Gregory pack for years, and they want another Gregory. It seems that it would be in ULAs best interest to make/carry smaller packs almost as "advertising," as a way of keeping and building core customers and brand loyalty to them.
I don't get how ULA has lost any "cool" factor. It's pretty much the same company, making many of the same products, but adding cool new stuff. IMO...