It is a money thing....they hope this will give incentive to purchase merchandise with the new logo
This exactly. Have you not noticed that almost every team is changing their logo every few years these days? This is to spark new sales among two groups.....
1) People who want to own/wear the latest design and
2) People who want to collect thing with this logo on it hoping they will become more valuable when the new logo comes out.
It is brilliant if you ask me. I am a Red Sox fan. I love the logos for the team but it wouldn't hurt my feelings if they changed them. As long as they don't paint the Green Monster another color I'll be OK.