Of course they shouldn't, but I don't think this
"Your Axe FX isn't the best anymore, so suck it!!!!" (I'm paraphrasing slightly
) would be the right way to build up excitement with their loyal customer base for a completely new product. If it is something brand new, they should let us know that from the get go and not tease everyone with hints that it is something it's not (i.e. groundbreaking firmware).
It's pretty heartless when you think about it. Reminds me of that guy who keeps posting that
"I have an Axe FX and you don't - Nanny nanny haha" picture every time someone says that they want an Axe FX but can't get one...................Oh wait.