Like it or not the change in ownership from Ford has forced AM to refocus. They are unashamed of becoming a boutique brand which is a model that will do them well as long as the cars keep performing.
Think about it this way: you can only sell a finite number of cars to one person however if they like the brand there are so many other things you can sell them at the same time, be it other cars, speedboats or a watch. You don't want to wait until they replace the car before they pay you again, you want to keep them spending.
The more they can tie you to a brand the less likely of you wandering off to another, even if there are blips along the way.
My only concern is that AM don't take their eye off the ball and forget that developing some of the finest front-engined rear-wheel-drive cars in the world got they to where they are and only more of the same can keep it going.