I think the main reason is because they've listened to what the fans wanted.
There's been grumblings about the overly cluttered badge from some quarters, for a few years now.(myself included)
If you look back at our kits since the 70s, we have changed our badge about four or five times, to rebrand or suite tastes.
As I've mentioned severl times in the last week. From the early 70s to the mid 80s, we had the simple Liverbird with LFC underneath, on the shirts, but other club merchandise or programmes etc, we had the Liverbird shield, with the LIVERPOOL FOOTBALL CLUB underneath.
Both the shirt badge and the shield ran in conjunction with each other for about 15 years, untill we adopted the shield as the shirt badge in 1987.
I fully expect both the new shirt badge and the existing club crest(existing shirt badge) to run in conjunction with each other for a few years yet.
We won't be rebranding Anfield and ripping down the club crests all over the place, any time soon. Although I expect to see the existing one slowly phased out.