I don't think they've thrown much away - nothing they were desperate to keep, anyway. It seems to me that they still live an up-market enough life, always in the public eye and dripping with silly money. Joe & Josephine Public seem to be gagging to see every tiny snippet of information about them (whether or not it's true doesn't seem to matter, just as long as it occupies a prominent position in the headlines). That's seen by many nowadays as the ideal lifestyle! There are countless celebs also hankering after the same, and countless unknowns aspiring to a life of Big Bucks and/or notoriety. H&M still have that, they just don't occupy a place in the hearts of the Royals. It strikes me that they're intentionally playing a long game, throwing away the bits they want throw away, yet climbing steadily up the charts of People Other People Want To Know About.