Anyasnake I have the exact same impression. Like a successful start-up, they are amongst the most entrepreneurial of the current generation of skaters. Consistently ahead of the curve in many ways including social media. Like entreprenuerial leaders of a successful growth company Maia and Alex figure out on their own how to integrate multiple inputs from "best of breed" creative advisers that make sense for them from the skating world (like Lambiel, Tchernyshev, Buttle). They also do not hesitate to think outside the box, and work with (Alex Wong, Derek Hough, Qwest Crew. Really, too many dancers, musicians, artists to list.) The evidence can be found just in the past month alone since the World Championships ended.
On exhibitions, I had heard that they actually really planned ahead with the Olympics in mind and got their gala choreography for both last year (Lambiel) and for this upcoming year (Buttle) last summer. I suspect this is true since they blogged about getting a gala program done with Buttle, but I believe it has never been performed. Great companies think short, medium and long term.
As an inspiring young woman entrepreneur, I cannot disagree with you, you are absolutely right. I got the feeling that it started in the 2015-2016 season. They were vlogging before, but the season before, I watched their FD and to be honest I didn't really enjoyed it because it didn't feel like them. Sure they were skating really well, but it was a simple waltz for me. When they were juniors, everybody knew them, so it doesn't simply disappear. But after that, I feel like they may have asked Marina for more freedom, creativity, or they just said that they have nothing to lose, or better, everything to win. Some say that Marina didn't really have imagination when it came to siblings teams, of course I don't believe everything that is being said, but having other choreographers, and Marina and her team as technical/skating coaches is a great combo.
You can see all the hardwork, and it payed off and it will pay off again I'm sure. They want that Olympic medal so bad, and they are exploring every possibility so that they can reach their goals.
And they really are well-behaved. When you look at the US Ice Dance team, it doesn't look like there are any tension, or unhealthy rivalry (at least the media isn't about to create some), they all want to skate their best, and that's why the US are one of the top ID country right now.
I remember watching one of their programs this year (or last year I think ?) with Johnny Weir commenting and I got quite angry because he said : "Maia looks better NOW, because BEFORE, it was like she wanted to become Meryl Davis' CLONE, bla bla..."

Shibsibs get so much respect from everybody, especially from Meryl and Charlie and being the young leaders that they are should be inspiring to everyone. I remember it really threw me off :noshake: