They could do the same for B&W. Tmax 400, apart from the grain, can be made to have a variety of "looks" based on developer choices, agitation, exposure, etc... It could replace tri-x and be called tri-max. While technically possible, it'd be a certain shoot-yourself-in-the-foot move which they seem to be good at.
Since it's probably another division it probably won't happen, but they could probably get out of that business and merely endorse 3rd party chemistry as "kodak approved". Every vendor of chemistry could ride the coat tails of Kodak's quality by being "Kodak approved" and Kodak promotes their products while the chemistry seems to promote the option of Kodak film. Manus manum lavat, unfortunately, is a delicate thing in the business world that doesn't survive change well.