I get the sense that they are trying to rebrand themselves as a "Cult of Personality". But that only works if you have a strong and compelling vision that you can communicate in a charismatic way. Kinda like Steve Jobs was for Apple. However, they neither have a strong vision nor do they have any charisma, neither as individuals or collectively. I may be wrong, but sometimes it looks like there is a bit of wrangling between them as each of the GB try to vie for that top spot.
Just get a bag of popcorn and a coke and watch the freak show.