I find most logos to be good, although the odd dog does get through. I recently complained about a few as I wouldn't pay $5 for these, let alone $100 on sale, and I felt they were so bad that it might cause buyers to overlook the underlying name.
In fairness BB did update one, but they mentioned that very often buyers don't even request the logo files. So while the logo probably plays a part in the purchase experience, it seems that it may not be as important as some believe. I also know that a lot of buyers find the names via type-in, and suspect direct traffic represents a very large proportion of BB sales.
I agree 100% with the above statements about BB doing things well. I imagine their conversion rate would be the envy of most ecommerce companies globally. They certainly dial all the right settings in terms of making buyers comfortable, since many of their sales (most even?) happen through BIN without any contact made. Probably a lot to be learned from how they do this on their site - very uncluttered and superb focus on the product, combined with multiple reassurances to get buyers through to entering their CC.
