> So what was Zachtronics closing then? Him changing his mind and coming back a year later? Why throw away the brand? As cringingly shallow as that sentence was to type, a new "Zachtronics" game was a reflexive auto-buy for many people.

It's not clear that this happened here, but I could imagine that someone successful enough not to need the money might literally prefer to have their work evaluated on its own merits and not have the outsized level of attention that being well-known brings. I remember reading in Eric Clapton's autobiography (which might or might not be an accurate retelling of course) that the original plan for Derek and the Dominoes was to name them "Del and the Dominoes" and basically hide the fact that he was the guitarist since he was tired of all of the attention. According to him, "Derek" was a slip of the tongue from someone on stage one night, and the record label eventually decided to try to capitalize on his hype by marketing the fact that he was behind it.