Chi O rebrand ... thoughts?

Has anyone else noticed the huge rebrand that is going on from Chi O on instagram? They have gone from posting their small pc gatherings to trying to give off a "nyc" almost gossip girl vibe. Curious to see how they do in rush next year with this aesthetic as they are definitely trying to break away from what they were. Not against it at all - we need more competitive rush to increase greek life size. Their rush next year will be make or break just like aphi was two years ago. Interesting tho that they are going against the vibe of aphi and kappa which is more traditional sorority vibe. Although right now they are climbing cringe mountain, it could definitely work in their favor in a few years time. Aphi owns the party girl vibe so curious to see if they are trying to go for that. Ig makes sense since everyone who went chio got blacklisted during rush....