Repaint/New character vs. "Super modes"

Example- Armada Starscream repainted predominantly blue, toy named Thundercracker.
So why is it Hasbro renamed "supermodes" into new characters? Why didn't they just leave it as the supermode?
Is it because from a sales point of view, they feel the figure won't sell well if it doesn't stand out with its own name/identity?
So why is it Hasbro renamed "supermodes" into new characters? Why didn't they just leave it as the supermode?
Is it because from a sales point of view, they feel the figure won't sell well if it doesn't stand out with its own name/identity?