Actually I think that they are trying to force them to become something that they know they can market without changing the tactics with which they do that.
The suits don't want to change their formula to fit what the Muppets need. They want the Muppets to become what their marketing formula needs. Just like every other "accquired" property they have. Pooh, Power Rangers, yadda yadda.
The Mupps just aren't "another cartoon show". They're not. And they won't just simply slip into a corporate formula and kowtow to business-marketing-as-usual. And I'm glad for that. It is a HUGE testament to Jim Henson and the fiercely independent (weird? silly? lamely hip?) streak he inspired in his people and subsequently the global entirety of their works.
The Muppets are outsiders. They wrote their own ticket and remained true to their own calling. Sure, they worked with the establishment, but they were never absorbed by it. Or tainted by it.
And they don't teach Muppet Values in marketing school.
-Gordon