You work in advertising/creative, too, right Skink? That's what I did for nearly 20 years in corporate America before going back to school this past fall (I was the writing half of the creative team, partnered with designers). What used to amaze me was how many millions of dollars ad agencies made for logo work alone. I honestly think the company I used to work for quite literally paid for our ad agency's building just with the billiable hours for logo work and focus testing alone. It's a bit of a racquet, really, when you think about it. But the stakes are a lot higher, and the responses much more critical, than most folks realize.