What’s up with Animated Logos?

First, everyone was rushing to redesign their logos for web 2.0.  Now, everyone needs to animate their logos.  What’s next? 
The Discovery Channel unveiled a new logo earlier this month.  Have you watched any programs on The Discovery Channel recently?  If so, you’ve probably seen the animated Discovery Channel logo.  It spins incessantly on the bottom of your television screen completely distracting you from the show you’re trying to watch.