Why the hype about the new Sabres third jersey and the clic logo?

The hype machine gets going every year when a team unveils an alternate jersey. I love the old logo myself (not a Sabres fan but the old logo is their best) and while it isnt new they will sell the idea of the new style of jersey. If you have the old CCM one you will not be considered cool, that is the message so you go out and drop coin on a new jersey. It is all about the dime, plain and simple!