I'd worry less about the design and more about the fit. Also they need to redefine the description of the bats, they still have the Superbest as the best willow possible and with a RRP of £260 reduced to £195. The LE is even better than the best possible which I think is some sort of miracle grade previously unobtainable and has a RRP of £270 reduced to £270.
Professional prices need professional products and professional people, this change in direction is slack at best. I much preferred the old website and the opportunity to speak to Bill & James with errors and delays part of the service because it was all real. The bats were never stunning masterpieces but the ability to speak direct to the maker, have input in the choice of willow, choice of shape and try before you buy made them very popular on the forums where service carries a premium. This image change dismays me as there is a gap in the market for honest batmakers selling good bats at a sensible price and I feel they are moving out of it.