And another thing...

I know it's been around for a while now, but does anyone else find the Waterstones rebrand a little peculiar? I might be being a bit sentimental, but I want to think about a book shop as a place of credibility and culture... Not somewhere I'd be likely to find new-fangled gadgets and young people... I want to feel like I'm learning just by being near all those books. I am upset to see the old serif typeface left in the gutter while that horrendous 'w' takes centre stage. Also I don't think the line 'feel every word' sits very well with the new logo, which seems immature and unfeeling.