I'm really late to the party here, but DHS has needed a 're-think' for quite a while. Ever since the "Studios" part of it went away, it's as if the park has had somewhat of an identity crisis. Way back when, it offered a chance to actually experience the creation of television and film. My very first trip there we got to watch a recording of a WCW wrestling show (Sting was fighting Arn Anderson), and the next time they were filming for some Hulk Hogan TV show on USA where he fought bad guys in a big speed boat (I don't recall the name).
Once all that went away, there was a ton of un-used real estate, and still is. Actually, before they overhauled the Backlot Tour, you actually saw the back lot where those shows were being filmed.
So long story, short - I would not be opposed at all to a re-brand of the park. Establishing more of a unifying theme that extends past the entrance and first few set of shops would be awesome, and more importantly, adding more attractions. Right now, you could easily spend the entire day at the park, but really, unless you love to really take your time in walkthrough museum attractions or watch the same few shows that have been there for 20+ years, it's hard to justify the price of admission to the park.