They aren't lost. This is the same project that started early 2018...they have been building it behind the scenes since.
As far as treat the brand better...I think they are doing great.
They are about to launch the first new Atari game console in decades this holiday season
Shop.AtariVCS.com
The world's first blockchain game console.
They are partnering with many cool things for that- much left unannounced.
They are building
www.AtariHotels.com which will feature gaming, Esports, virtual reality and more.
They are building an ecosystem of cross platform gaming, as well as being able to create / earn / trade / sell / your virtual items, sell used digital games- the first steps towards Ready Player One.
And how can you not like this truck they just rolled out at the Vegas To Reno desert race-
https://twitter.com/JohnnyOConnell1