It's Marathon... but why?

So, Bungie is making a new Marathon game. The original Marathon
trilogy was famous not only for being a reasonably good Doom-clone
--on a Macintosh!-- but it was one of the first FPS to try and wedge a
story into the game, moving the genre beyond 'shoot monster, find key,
unlock door, repeat' style initially introduced by Id Software.
"Marathon" introduced NPCs and multiple factions to the genre. It was
quite the looker (for 1994), running at SVGA resolutions when DOS was
still in the 320x200 doldrums. It was moody, mysterious and
atmospheric, and it --along with games like "System Shock" and "Half
Life"-- helped push the genre from the arcade shooter style to the
more cinematic games we have today.

The new "Marathon" game -scheduled for a September release- will be
none of that. It's a soulless extraction-shooter that looks like it
was developed in RoBlox and will be extremely light on narrative and
atmosphere (it will have AI-controlled bots for you to shoot, though).
Early review --its currently in early access-- indicate that its
shooty-shooty bang-bang mechanics are fine... but it's utterly generic
beyond that.

So why make it a Marathon game?

The people who know what "Marathon" is are just going to be
disappointed. The ones to whom the gameplay will appeal will have no
idea what the early "Marathon" games were like. Calling this new game
"Marathon" only costs you sales with the former, and does nothing to
attract new players. It's like announcing the next "Deus Ex" title
will be a hidden-object puzzle game. It's such a disadvantageous use
of a franchise. There are ways to leverage gamer nostalgia... but this
isn't it.