GQ U.S going playboy style?

Ok so I haven't posted in a while but it doesn't mean I haven't been paying attention...I don't know about you but I have been really disappointed with the covers GQ has been publishing lately. It seems instead of publishing a men's style magazine, they've gone trashy on us and have now started to take  playboy looking pictures. I am of course talking about 2 of their latest covers, Rihanna and Beyonce. Yes Beyonce is hot, yes Terry Richardson is a very good photographer and no, this right there, isn't working.

Now I was willing to overlook the Rihanna cover as I did see some good things about it. It was provocative yet not trashy. However I can't ttribute the same compliments to the Beyonce cover. The pictures are not GQ material, just a playboy or maxim shoot at best...(see below). I know they are trying to sell more paper but this is just not right. If you look at GQ france you can truly see a magazine with a strong identity, photography that says something. Even GQ U.K whose identity/graphic design may be all over the place is still stronger than GQ U.S. Am I wrong? you tell me.