Simple; its naff and a intelligent child of five could have done better rather than the overpaid graphic designer and associated consultancy.
True, a lot of punters couldn't give a hoot about the exterior of aircraft but the whole point is a firm has a "distinctive" identity which separates it out from the crowd. I suppose its pop psychology; eg. BA Landor scheme equals prestige, a touch of finesse, whereas BA utopia equals cheap and nasty.