Yes, Amazon.com is rebranding and re-vamping thier iconic white,blue,and orange website!
it was distinct and part of thier branding. now it does look like some dodgy site with that preview.
this is as drastic as the pepsi re-brand.
some woman though the pepsi with the new logo sitting on the shelf at wal-mart was knock off pepsi when I was there right after the re-brand LOL.
that's what happens if you change an iconic brand. it looses touch with the clients.
if a company changed thier logo the connection would be dropped. You'd have to re-market that logo and image all over again, wasting money that could have been spent on product development.
the GAP changed thier logo once and it flopped like mad