Quote article:
"The overarching goal," the company wrote, "is to expand our relationship with our customers, enhance the customer experience (with Bean) and draw more customers to L.L. Bean's flagship store in Freeport, Maine, for a fuller experience of the brand."
In other words, the overarching goal is to make more money.
I have no problem with that. Actually, I think it's a great idea. The more people that experience the outdoors, the more people will realize that we need to preserve our "special places." Who said capitalism is a bad thing?