What’s in a logo?

Over the last few months, I have been involved in logotype exercises that have been cause to tears and frustration.
“How important is a logo?”
“The name doesn’t matter!”
“People will like anything as long as they find it useful.”
“Anything but blue!”

Usually it all ends with compromises being made. Recently I came across a gem of a logo. The name of the website is booooooom.com. Admittedly, the first thing that came to my mind was “Stupid name”. More so because it is an internet domain. How are visitors going to remember such a name? Until you look at their logo -

Brilliant!