It's like any business.
It's been running a deficit for years, although they are asset-rich, their income has plonked.
Time to right the ship with professional bean-counters, instead of seniority-hacks.
(Just for comparison in Canada - have you heard of The Bay, Eatons, and Sears? The same product at each store would be priced at $19, $18, and $17. respectively. The Bay has been trying to adapt, Eatons has disappeared, and Sears is, well, Sears is, for now.)
The 21st-century and the internet have brought competition to the after-life business.