I'm not sure blaming Steam because your ISP wants to limit your connection is completely accurate, however.
Perhaps I, and others, equate incandescent with "natural" light because the brightness is at least closer to sunlight than the weak output of either CFLs or LEDs. I've used both alternatives at various points in their technological evolution, and I remain unimpressed with the results.
I use a single CFL bulb in my home - in the garage. It's remained lit for going on 3 years now, and it serves that function well. Garages aren't meant to be visually pleasing; I don't read there, for example. But in places where I do read, sunlight or incandescents are my only viable option.
You say incandescents aren't cheaper - but they are. I can buy a 24 pack of type A's for the price of two or three CFLs, and maybe half a decent LED fixture. I've found the difference in electricity costs is minimal.
From a technological standpoint, I'd love to advance my lighting needs past burning metal filaments, but aesthetically, I just can't.
I'm the same as you on the "don't talk to me, just tell me how much I owe and let's move on" camp. I think it's wonderful that some people feel the need to form deep personal bonds with their cashier - I am not among that population.
There's also the "slippery slope" argument, i.e., if this goes over like I'm sure it will, ads will become more obtrusive. No, they are not currently overly obtrusive.
If it doesn't bother you, that's good. It does me.
If you meant, "besides obvious semantic differences", the former is a non-changing logo that's always in the same spot on a non-user-interface area, i.e. the top bezel, or the rear panel.
Compare and contrast to a updating ad placed inside the user interface, namely, the e-ink screen.
I don't generally stare at the rear panel or top bezel when using my Kindle, but I am fond of looking at the screen while using the device. Hence, it's intrusive, and a sea change compared to a static manufacturer's logo.
To the systems programmer, users and applications serve only to provide a test load.