people have been saying that the current gen's FF games suck since the ps1 days, yet the series still sells shitloads. i dont like some of the current games, but obviously there are plenty of people who do, so the brand is hardly dead or lost. i think the real problem is that the company's management has always felt fucked since all the back to the square & enix merger. poor communication with medai, (seemingly) sharing of assets, unchecked crazy dev time, bad brand management, etc. they still put out good games, they still have strong sales, but their footing has seemed off for a long time now.