This is the key part to me: &quot;The company now makes most of its money from licensing its ubiquitous brand and logo across the world — 40 percent of that business is in China even though the magazine is not available there&quot; The actual magazine is kind of like Apple Desktop products. It&#x27;s a direct link to their heritage and the original reason people were drawn in but it&#x27;s not where the real money is made anymore so changes are fairly trivial to the overall business.