I was thinking specifically from a marketting point of view. I work in sales, and much as I try to separate my work and real life, I find myself thinking into advertising and presentation a lot more than necessary
And, whilst I've come to understand that things are rarely as they seem (often significantly better or worse than they appear.) you need a good pitch to get people to spare their time in this day and age where information, products and distraction are everywhere. For an internet site and/or company their pitch is not only the top 1-3 paragraphs of their website, but the very design and layout gives an impression of the quality, determination and "cutting-edge-ness" of the company itself. Having a strong graphical presentation is like having a good shop window, people will see that before they decide whether to step in and view the products properly.
I'm not sure if you'd want to get rid of the zaba frog though. that's the company logo and changing it in it's extremety would be like re-branding the company. If you look at some of the other long-running technology companies such as Sony, Windows, Apple etc. They've often done graphical updates but their logo has stayed largely the same, since that is their corporate identity.
I should also stress that I work in sales much more than advertising and am not claiming to be an expert on the subject in any way.
This is just as much as I've deemed on the subject.