Guy Kawasaki posted images of the evolution of Apple's logo with the comment, 'Seems like there is a general trend towards simplicity' even though the most recent logo is full of 3D gradients and lighting effects.
I keep beating this drum. (If you lecture in the woods and no one is there to hear you, do you still bore the trees?) The speed that things have changed in the last 10-15 years is amazing, but we can't forget that just because some of us are living in the 21st century, not everyone is.
I'm not saying you have to create crap design to support the Luddites, but the Luddites are still part of the world. The tools they have might not have been built in the last 10-15 years, and if you want your brand to be everywhere you need it to be flexible enough to be branded onto the haunches of a steer.
Mmmm… Apple smoked beef….