ntnon wrote:
'who would buy a book they weren't necessarily interested because the logo now looks different'...?!
I suppose somebody who notices the book...

I've told this story before, but a few years ago somebody walked into my apartment, glanced at my bookshelves, and said "Oh, you're a Marvel guy."  And while I had a fair number of Marvel books, I had a fair number more of everything else...but with that glaring red-and-white logo, the Marvel books really stood out.  Brand recognition matters in marketing departments.