When Logo Lights were introduced, I thought it one of the cleverest bits of marketing of all time. Yes, it may cost money but it is marketing that you can directly control.
I guess the cost is that the lamps are cold when they are turned on and generate a lot of heat and so burn out quicker. Once they move on to LED clusters, that might change.
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"I tell you, we are here on Earth to fart around, and don't let anybody tell you any different." Kurt Vonnegut, Jr.