RamzaIsCool
The Amiga Brotherhood
I don't think the FF brand is dying - they just haven't made a good one since XII, and the public is fully aware of this. I'm sure Square Enix too will figure it out someday.
This!
I think they got the same problem that Bioware has, they got this idea that if they "streamline" their games, they can tap into the mainstream and reach bigger sales. But it turns out the mainstream doesn't have an appatite for these kind of games and they kinda alienated their core fanbase in the process. The irony of this all is what's going on with Skyrim at the moment.