KFC to KGC

What is going on with KFC introducing a grilled menu. Now I know it's an attempt to expand its customer base in a difficult economic period but I have as always seen KFC as the brand with fried chicken at its heart. Whilst other fast food brands jumped on the health bandwagon a few years ago, KFC rebelled and came out with a campaign highlighting the fact it may be unhealthy, it may be bad for you but it's what we love! It just seems as if all that work has been undone in one go.