Ardent Leisure's sale of its bowling division points to Dreamworld sale next

I don't understand why bowling alleys need consistent branding, and I understand even less why you would license someone else's. It makes even less sense why you would license someone else's branding when its so dull and boring. At the end of the day, it's a bowling alley, it lives and dies based on if people want to go bowling, not the name of the place. 100% get rid of the dull branding and put your own in.