Most logo revisions are unpopular. Remember when Gap, the clothing store, tried to change their logo? The hoo-ha was deafening, mostly from the armchair (wannabee) designer crowd. The online disapproval was so loud that the company reverted to its old logo. (This was also a comment on the immense power of social media).
But, really, I think people just don't like change. Remember clear Pepsi-Cola? Some people acted like it was a moral outrage. Or when I changed my hair color. "You're in your 60s! Have you no decency!" Or when I wanted to change my name to Pixel (I was threatened). It remains to be seen whether clear Coke survives. It was rolled out in Japan, where clear drinks seem to be popular. Reportedly, Russian generals like clear Coke, but then, they're communists, right? Maybe they pretend it's vodka. Who knows.
But certainly, change is scary, especially when we have no control over it. It upsets our status quo. It rousts us out of our comfort zone. It's like taking a drink of what looks like Sprite and the cola taste gags and horrifies us. Because... we want what we're used to. It's why we like old jeans. We want what has become comfortable, what we have become accustomed to, or more accurately in the case of jeans, we want what conforms to us.
Brad