ELF: Same sh*t, new packaging

I don't think I've ever fallen out of love with a brand as hard as I have with ELF. Yet another sleepless night where I find myself perusing their new items and online swatches and I just can't care anymore. They've released their Beautifully Bare and Aqua Beauty lines that have been out for over a year now, and now there's the new Beautifully Precise line that is comprised of tools. I've whined some time back about my theory that they are rebranding to increase prices and phase out their Essentials line, or at the very least whittle it down to the bare bones, thus eliminating the one thing that appealed to me as a company: the super affordability. I used to have no problem spending $1-3 on something that might be incredible or could be total shit. I mean, I would be disappointed if a formula or shade was awful on me but at that cost it wouldn't kill me to pass it on to someone who could actually use it. If their products are (now) no cheaper than your basic drugstore line and my experience with their products is so splotchily hit or miss in the past, I have zero desire to branch out and drop money to try their new products. I can be perfectly content with their items I've fallen in love with in the past. At least the packaging is sleek and pretty?