I liken the Ascent line as similar to the G&L Tribute line. When first introduced, the guitars were labeled as Tribute by G&L. I think it limited the appeal of the guitars. Later, they changed to G&L Tribute Series for the logo and I think it gave the junior line a boost.
I think Heritage should have done some thing similar. It would differentiate the guitars from the US line (although it easy enough to tell an Ascent by looking at the back of the headstock).
I will say that my Tribute ASAT is an excellent guitar. There's no reason an Ascent guitar can't be an excellent guitar as well.
As for the company dying in 2016, I would rather have the company stay alive even if it means change. I've got a guitar that was hand built by an outstanding luthier, Gerard Melancon. Unfortunately, he developed cancer and passed away some years back. The company died that day, no more Melancon guitars...
JP has already passed, Jim, Bill and Marv are no longer spring chickens (God love 'em) and deserve some rest. Sometimes you just need to pass things along to the younger generation.