Amazing !!! The author of this article (http://tinyurl.com/zacvh) is shocked that some web sites that focus on clean design over cool aesthetics are preferred by users. Duh !!!! I hate to be critical, but I think it is pretty well accepted that usability is often more important than cool looks, except in artsy, trendy kinds of sites. I am not making the reverse mistake by thinking that aethetics are not important, but you need to have usability first. Just look at Google. Their interface is basically spartan, but it is the biggest, most used site around. I don't think it is the cool logo.