I can't answer if it's worth it to rewrite or not.

Re: refactoring of the management command itself... I think that's worthwhile. Using pyelasticsearch is a good idea and would clean up the code a little.

I wrote `reindex_mkt` when this existed. I created it separate to be able to experiment with it a little and not be the same. But, now that that's over we could probably pick the good things from both and write something better that's shared to both, I agree. I've got lots of ideas to refactor things with both AMO and MKT search but not much time to work on it. Happy to chat more about things or discuss your ideas.