Eh, the fans have been demanding the club get rid of the eagle and star crest for years. If it's a marketing ploy then it's disguised quite well behind a response to a genuine request of the fans.
I'm kind of torn on this badge. It's not half as bad as it could be, but it could be a lot better too. The crest is too cartoony so it makes it look a bit stupid, I can't understand the logic behind not including the words "football club" at the bottom, I wish they'd use the 1880 date for the founding of the club rather than 1894 which is just the date when the club took its current name, and finally I wanted to see them using the cross pattee rather than the 1894 date anyway.
However, as I say, it's not an awful design. A 5 or 6 out of 10, perhaps. I'm sure I'll get used to it over the next 20 years, up until it gets completely redesigned yet again. At least it has no stars now...