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When it comes to anime, it's important to remember that Anime doesn't run on a "studio" system. Though studios are important, the primary entity is actually the "production comittee" you see mentioned in pretty much every single anime opening out there. All the creative and financial decisions are made by members of that comittee, which usually first includes the publisher of the original work (if any), the author of the original work(or usually a representative they choose), DVD distributors, sponsors and the primary staff the comittee then chooses to employ (animation director, scriptwriters etc.). The production comittee negotiates with the studio, and the studio does as the comittee orders. The studio will primarily be responsible for the technical quality of the production, but all the creative decisions are taken by the production comittee.
This system is very similiar to how independent films are made in the US, and is quite versatile.
The most powerful members of the comittee by far are the original publisher, the author (who can veto anything). The studio is more of a workhorse, though the prominent staff on the comittee are often associated with a particular studio (like Shinbo and SHAFT), but not always so.
If studios seem to have a "brand" it's more to do with the fact the publishers build a relationship with the studio, and keep employing them for projects they think will work well with the studio, it's not any concious decision on the part of the studio. It's simplistic to put everything on the studio, when success or failure of a series usually has a lot more to do with the people behind the studio.
Anyway, as for Kyo Ani, I think the way they're doing new shows is a good idea. They've done well off haruhi, but I think the success of that franchise is beginning to peter out, so it's a good idea for them to branch out. I don't think they're doing a disservice to "the fans" by doing so. Now whatever show they're doing may or may not turn out well, but KyoAni can't produce hits all the time. That said, I do find it strange that Little Busters ended out going to JC staff, given KyoAni's previous success with Key stuff.
Personally, I think the strength of Anime is that it doesn't get too bogged down in pre-existing properties, it gives those properties their place in the sun, and they move on. Compare that to Marvel or DC, or american television. If the industry shifts just to servicing old properties, Anime will lose a lot of the creativity and variety that makes it great. Rather then make more Haruhi, I'd prefer KyoAni to make new shows that capture what it was we all liked about Haruhi in the first place. I think they had a decent stab with Nichijou, I'm taking a wait and see approach in terms of the future. Maybe Chū-2 Byō Demo Koi ga Shitai! will be interesting. It sounds a bit clichéd, but it's theme of adolescent delusions of grandeur could be good.
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