"I'm not a business guru, but thinking you're the best and never changing ends up being a recipe, imvho, for stagnation"
That worked great for Netflix a while back when the CEO nearly ruined the company and there was a mass exodus of customers over the planned split between CDs in the mail and online access into two separate fees.
If it ain't broke. don't fix it. The only thing I see with this move is a reduction the space on a page devoted the reason customers are here. That is REGRESSION!!!! That is in no way an improvement of the customer experience. It is more like raising taxes, no one wants it.
Ambition with out knowledge is like ship in dry dock. Going nowhere fast!