Exotica rebrands

I guess it was a matter of time, but there it is - Exotica rebranded. I picked the very telling letter "E" at the beginning of the logo to show the difference. Sure, customers will always not react well to changes to brands they have known and loved, but perhaps my question is - why would Exotica rebrand, after all: It did not change target audience, or positioning, or product offering. It is the same florist which has branched out (sorry for the pun) into accessories all while incorporating private and project-based landscaping as part of the business.
Do I like the new logo? Well, since I have no clue why they changed it (yes, I understand they kept the "leaf" in the E) I am not sure what to think about it. I had fondness emotional mainly for the old logo, and the Exotica TVCs will part of the collective memory of my own generation, so it is a tough judgement.
But all this aside, as with every rebranding, the question is - how long will it take till they implement it? As it is, even the Exotica website, the old logo still prevails, and the small favicon still registers the old "E" there. So again, the proof is in the pudding as they say, so I do hope that the new logo gets a swift implementation all over the spectrum!