Sophie Ellis Bexter - competition for Kate Moss?

...as the face of Rimmel, I mean. Not competing for the same spot in existence, or a position on the dishy-faced board, or anything like that. It's not a straight swap, actually, Kate will be doing less and Sophie will be taking up the slack, by the sounds of it. So what's really going on here? Is the fashion world phasing the Moss out? And isn't it about time someone else had a go, anyway?