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> A ridiculous transaction cost by modern standards, especially when multiplied by all HM's various enterprises.

One corporate rebranding every quarter century is really cheap, by modern standards.

The average reign of a British monarch has been 25 years or so, since 1707, sure. But that’s skewed by two major outliers - Victoria (63 years) and Elizabeth II (70 years). Between the other 11 unitary monarchs the average is more like 17 years. Shorter turnovers are possible - four kings lasted 10 years or less. Not sure you’d get great odds on Charles beating that spread.

Especially now that he has cancer.

On the average, people in developed countries die ~30 years after their parents. I don't see why royal families should be an exception.

Among other factors, successor monarchs are disproportionately first children.

Yes, as I said, I think the Crown's rebranding might seem like a waste, but it's extremely useful for values/branding transmission.

When you see the branding story for, say, Google or Pepsi, that looks like money flushed straight down the toilet.

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