I don't neccessarily agree with "losing their way". I would say testing the waters in market demographics that can add to USFA's lineup and profit with new customers. They still build a high quality product, but cowboy action shooting growth is only one aspect of the shooting sports industry that has a tremendous amount of competition. It is already showing signs of being in the mature business phase. They need new blood to work off of. When their product quality takes a turn for the worse, then I will agree they are "losing their way!"
I collect Colt 2nd gen BlackPowder guns and I am reminded of how Colt unfortunately priced themselves out of the market only after 4 years of production. With no new marketing or product offerings to make up the difference by rounding out a more diverse product line and appealing to new customers, the entire BlackPowder production ceased. However, BlackPowders are still being demanded, made and sold.
I am willing to be patient and watch USFA go through its growing stages. As long as quality is still a mainstay in the USFA formula.