The site has been up for a year and a half. It used to be called "Flippin' Awesome" so we are just keeping pace with the current editorial pattern.
We'll be re-launching soon and you'll see a more marked change then.
is that a yes?
That's a "no" because it's important to keep up with the current reader base and slowly change it over time, rather then make a massive change at once.
We chose to iterate slowly instead of a "bet the farm" launch. Agile vs. Waterfall.