Do you see a trend of logos becoming less important to a company's success in the past decade, as focus turns online and brand becomes more of a conversation? C

Do you see a trend of logos becoming less important to a company's success in the past decade, as focus turns online and brand becomes more of a conversation? Consider the logos of Google, Facebook, eBay. Look at that completely generic Y up in the left corner. Is the TechCrunch logo lighting your world on fire? Ustream's? YouTube? I dare you to tell me that YouTube logo is a shining example of design success. They can hardly even make a favicon of it. I'm not saying that a logo has no importance, but as the lipstick and makeup of brands becomes more transparent and users are intent on knowing companies on a deeper level, I do see the traditional sense of brand styleguides diminishing, and while sites like CraigsList and reddit and TripAdvisor and OpenTable are finding phenomenal success despite amateur logos, I begin to question their importance more and more.