Likely,
Shawn is a shrewd business man.
Tbh, i can see why Steve has made this Decision.
Md has gradually increased in popularity, and are way ahead of Flex in the online Department. Steve wants to push alot more online content/videos of the pros, up to date research papers etc. If he does this, then MD could easily surpass Flex in Sales figures.
Romano and palumbo carry alot of baggage. Very Pro-Steroid, checkered pasts (Jail time). Steve is simply cleaning up the MD image and marching forward.
I see your point, especially with them bringing on Layne and Eric Broser.
However, yes showing my age here, I recall last time they went "All Natural" - was a disaster, and I assume was by sales figures as they switched back.
I think now, the "natural" and people dumb enough to not realize the pros are pumped full of buckets of drugs are all over at bb.com, they seem to have captured that online market, not sure if trying to lean that way online is too viable, their hardcore edge seemed to work well.