I saw this today. This looks like something from Abercrombie and Fitch (and not the good years). BB is very popular where I go to school and I can't believe it's degenerated into this.
This has been discussed before, and I fail to see the correlation between selling a hoodie and the quality of their clothing. Just because they start to offer (still not sure if this is actually true or not - could find no trace on their website) more casual clothing does not mean that their other lines are of lesser quality. Gucci makes track jackets and sells them for $700. If BB can make a hoodie of nice fabric and construction and sell it for $100 then good on them. That's smart business. Only a complete fool would avoid the brand because of something like this.
Look under "New Arrivals." There are polos that are equally old-navy-esque.
To be sure, I don't mean to comment on the quality of the clothes. I have no doubt that it's a well made hoodie, but the gauche branding is something that I thought was unusual for BB and more akin to the lower-quality/high-margin brands that rely on giant logos to sell.