It's pretty clear that they are pivoting their messaging to go after a wider developer base. I just don't understand why they did it in the way that they did. Rust already has a huge value proposition for any company that wants to use it in the form of hard memory safety. Just look at the number of high profile memory leak related problems in the last 5 years adding up to 100's of millions of dollars in damages. Billions if you count flow down effects. Companies care about cash and risk, managers care about not being the one who signed off on the next Heartbleed. Forced memory safety also means that you don't have to worry as much about junior developers making the errors that lead to those catastrophic problems and allow you to lower your hiring costs (sorta, think like a manager) and have less time spent by your senior developers checking for those often very hard to find problems.
What I really think Rust needs to grab a wide audience is an out of the box just works IDE. Also too many libraries require nightly, which is a nightmare for a business that must have stable code for deployment.
Edit: They previous had their value proposition as their slogan. It needed work for directing, i.e. don't talk about what Rust does, talk about what Rust does for you. They took it out and replaced it with a mostly meaningless catchphrase.
That doesn't actually address the problem with their old slogan.
The most damning thing about the redesign is where did the link to the documentation go? All the most important stuff for people actually using the language got buried.