I hope you are right, Mr. New Broom, sir. It could be that a faction in the company is trying to pump up sales in order to argue for retention of the brands.
https://www.pipesandcigars.com/p/dunhill-the-royal-yacht-pipe-tobacco/1439869/#p-101750
I recall PCI doing this before and it's great. The C&D sale as SP is also tempting because I blow through a ton of those blends AND their mixing tobaccos, which are great. C&D, GH/SG, Dunhill and Peterson receive the largest share of my pipe tobacco purchasing business because they are the sweet spot on the price/performance curve.