Which major astronomy equipment manufacturer famously rebranded in 2016 with the controversial slogan 'Bringing the Universe Down to Earth' that initially alienated professional astronomers?

The astronomy industry isn't just about telescopes and star charts—it's a multibillion-dollar sector encompassing everything from consumer telescopes to planetarium experiences. Companies in this space have employed fascinating marketing strategies to differentiate themselves in a niche but passionate market. This trivia question explores one of the most interesting marketing pivots in astronomical retail history.

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Celestron, following their acquisition by Synta Technology
Meade Instruments, after their bankruptcy restructuring
Orion Telescopes, when they shifted focus to beginner equipment
Sky-Watcher, when they expanded into the North American market