I find this so strange

I agree with one of the comments- McIntosh is most likely the one brand name within the stable that has the most recognition outside of the sphere of audiophiles. So they now have place in Soho. Call it World of McIntosh and you'll get traffic through the store, more so than call it Wadia World or Fine Sounds.

If is leveraging the most well known brand name and from a marketing point of view, a solid move.

What do the other companies under the umbrella think? If it moves product they should be delighted.

Lostbears, a question for you;
I agree with your observations on the new ARC models, (and notice that the "Audio Research" logo is hidden).

The ARC REF3 is the classic ARC design and the Reference 5SE still says pure ARC, but a more modern design. In your opinion, can the parent company influence ARC's chief designer to make such radical changes to the company's design? It would be changing their brand (or is that the goal?).

ARC isn't going to have their own identity with the logo removed from the faceplate.

I don't know. The logo does seem to be getting smaller. I believe there is a lot of pressure from above. ARC use to have parts for almost everything they ever made. This does not seem to be the case anymore.

The Ref 5se is the last true Audio Research looking Ref preamp. I was never really thrilled with some of the ARC designs. In my opinion the last truly good looking Ref preamp was the Ref 2mk2. I never saw the need for the display and I hated the plastic buttons on the Ref 3 and the Ref 5. But they were all clearly Audio Research. The new Mc-afide ARC pieces remind me of a Japanese imitation Harley. Just a bad copy of Mcintosh's styling. I don't see ARC deciding to do this on their own.

It just bothers me. I am not the Japanese imitation Harley type. I prefer the real thing.

"I don't see ARC deciding to do this on their own."

Agreed. I foresee a backlash from their customer base. But that won't make a difference if their goal is to expand into an untapped market.