Apart from all the other emotions which this plastic big sister evokes, I wonder what it is that makes so many of these startups reach back to the crib when it

Apart from all the other emotions which this plastic big sister evokes, I wonder what it is that makes so many of these startups reach back to the crib when it comes to branding their products. From this bastardized matryoshka doll through Snapchat's Miffy-like ghost to Twitter's tweety to just about half the iconography on tablets and smartphones, they all have one thing in common: the more infantile the logo and/or branding, the better it is. Is this idiocracy at work or are they all following some celebrity psychomarketeer's edict about successful marketing to the attention-span deficient generation?