Sochi2014.ru Afterthoughts

The more I've reflected on it during recent days, the more the new Sochi2014.ru logo is growing on me.

But also, it still troubles me. Here's ... the .RUb:

While the logo is original and "a first" to incorporate the organizing committee's URL into its official mark, this logo may also prove to be "the first" that -- in the future -- will cause Olympic historians and anyone to look at the Sochi logo with a smirk of "What were they thinking?"

Why?

From my view, with the fast pace of the Internet changing and being constantly reinvented --taking only months, weeks, days or hours for something/anything online to become "outdated" -- the Sochi2014.ru mark puts a neon sign on their Games for thinking short-term marketing over long-term staying power (will the URL even function come 2016?).

In other words, I think it's logical that in 10 years (or fewer?), the Internet will have changed to the point where ".ru" or ".com" or ".gov" (or any similar nomenclature for a Web address) will be extinct, leaving future generations to gaze upon Sochi2014.ru and scratch their heads with wonder "what is the purpose of .ru? What does '.ru' mean?"

Oh, bother. It's likely the International Olympic Committee, Russian Federation and Russian Olympic Committee -- as well as the Sochi 2014 Olympic officials -- considered all of the potential T.ruth or Consequences of their decision.