Not sure how this qualifies as "disrupting itself". Namecheap sells domain names. Spaceship (as far as I can tell) is domains + hosting + email. So it's not like they are taking anything away from their core offering, just providing add-on services, all with a shiny new UI. Funny enough Namecheap itself already offers all of those things, so this is basically a rebrand (probably to sound more premium and enterprise-y than "Namecheap").