If the shirt supplier turns out to be Hummel again, and we have stupid chevrons all over the kit (apart from the 1989 one, that one I'll give you) then people won't be as interested, worldwide people(/fans/fickle people interested in all things "Premier League") won't look at it and think, "Hmm, I'll buy that", and thus the club's sales of replica kit won't generate as much revenue. Easy.