It seems like a perfect fit, a ultra modern special missions force. Hell GIJOE was advanced for the 80's, why not make them into a Ghost Recon like team now?
The core idea for Joe can stay the same, even the villains can essentially remain the same, just get them into the correct century already!
The overall public impression of the military/etc in the 1980's pretty much fits GIJOE. Look at Stripes, or Spies Like Us, or Rambo or whatever else you want to pick. GIJOE fit very well in that era since everything was already being portrayed as over the top and VERY American-themed and jingoistic.
Now look at the military today, they are held in a somewhat higher regard (by some..), and people recognize that some of them have died for their country, and they are in harms way. In the 1980's, there was no real fighting going on, so it was easy to poke fun at them.
I think they need to find a way to bridge the gap between the decades and create a toy universe that's entertaining and yet keeps some semblance of reverence towards the actual military.
Though I think at this point Hasbro would be thinking it's easier to just can it all and stick to My Little Pony and Transformers.