I’d go as far as saying they have to change. The world is already beginning to reject fossil fuels. The Saudi’s are obviously aware the oil won’t last forever as well and have started investing in foreign brands instead.Not saying this is fact, far from, but is it so impossible, like Quatar before them, that the Saudi's see they need change and inviting the world into the country whilst trying to appoint worldwide relationships that could help in this regard for improved change, is the right way to go?
Who is to say, that the next generation of Saudi royalty won't buy completley into this philosophy and push the agenda further? Every country and government have sick and appaling history, some still present today. But imagine if none of the regimes, countries, governments never got the chance. I mean 60 years ago it was fair game to hang a person based on the colour of skin in America and even make a holiday out of it!
Everybody needs a chance to change, and changing out of a very strict religeous nation isn't something accomplished over night.
Imagine the jubilation the people of saudi will feel of the world takes more notice of their country.
Unethical owners/brands can’t be as successful as they have been in the past, because people won’t use them. Hopefully the free market will create a world where the Saudis need to either reform or get used to not being filthy rich anymore (in theory, at least).