The adventurous capitalists who bought the brand have being trying to follow the same direction of Leica (that have adapted and being successful in the digital world so far) but in a different path by not actually building anything new but repacking their old stuff. I also read it could be the "old Europe superiority complex" that believed they could survive with dumb people happy on buying anything with its brand on it, which make sense if we stop to think about all the ridiculous designs and special edition they have made and invested more than the camera itself. They weren't worried to sell cameras to the industry in fact but selling its name and accessories to collectors and the brand enthusiasts.
In other words they thought the Hasselblad name could sell anything by making it a luxuriate brand but without actually being that luxurious, like being a Ferrari without selling cars but just accessories with its name.
They have being hiding their sales numbers. There are a lot of speculation that is because it would be shameful to admit they haven't actually sold enough cameras. So now there are indication that the brand is going to be offered as sale again but who would be interested on buying it? It has nothing to add to others established and better developed brands on the digital sensors technology like Nikon and Canon, and meddle format market like Sony and Fuji, that are a growing.
So it indicates Hasselblad will end with the opposite of the prestigious image its owners wanted to build to itself. Too bad.
But who know what may happen?