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Just when you were getting used to checking out Playboy for the articles, the magazine has decided that they’re going back to their traditional, naked ways. Hugh Hefner‘s son, Cooper Hefner, took to the publication’s website to share Playboy‘s new philosophy, which aims to reclaim what Playboy was, and is, all about.

“I’ll be the first to admit that the way in which the magazine portrayed nudity was dated, but nudity was never the problem because nudity isn’t a problem,” explained Hefner, who took over as chief creative officer at Playboy last October. “Today we’re taking our identity back and reclaiming who we are.”

Cooper acknowledged that his father Hugh’s goal for the magazine was “to promote a healthy conversation about sex while also encouraging dialogue on social, philosophical and religious opinions.” Because people only thought about those topics; no one ever spoke about them. Hef wanted to change all that — and his son looks to be following in his dad’s footsteps now.

“This is a remarkably special moment personally and professionally that I get to share this issue of Playboy magazine with my dad, as well as with readers,” Cooper added. “It is a reflection of how the brand can best connect with my generation and generations to come.”

Mr Hefner’s and my last #Playboy cover. #bittersweet

A post shared by The Pamela Anderson Foundation (@pamelaanderson) on

Pamela Anderson was on the cover of the last nude issue, in December 2015. Back then, Playboy’s ban on nudity, which was widely applauded by women’s rights activists, was a move to attract new readers as the access to online pornography was getting easier and impacting sales.

So, while it’s being sold as nudity not being an issue — which we totally get — we do have to wonder if perhaps sales of the mag have fallen even further over the past year, and it’s really more about financials than freedom of expression. That being said, it’s a learning curve, right? They tried something, it didn’t work as well as they’d hoped, so they’re going back to showing off beautiful, naked bodies in all their glory.

The March/April 2017 issue of Playboy, which features model Elizabeth Elan, hits newsstands on February 28. We’re guessing it’ll do well. A win-win-win.