I got the word first from frequent podcast guest Steve Gordon on his post, but this already looks to be making the rounds quickly. Sure, Pepsi can change there logo without me caring much, but if Mountain Dew really tries to go this much less eXtreme with its identity, I will be sad. No amount of caffeine will cheer me up when this occurs.

Why spend years selling yourself as the eXtreme choice only to come out with an identity that will lead to Coldplay in your commercials?