FIRST's branding tweaks..thoughts?

[Jessica Boucher]

...aka, Jess is being picky about FIRST's marketing strategy again...so, read if you dare

Subtely, FIRST has been tweaking their marketing lately, from the addition of the Championship splash page on the usfirst.org site, to many other small adjustments. the following are a few:

(Note: I think we've talked the logo to death at this point (I would be interested to hear thoughts around the year anniversary of the logo change, that's not what this is about.)

• Changing from FIRST to FIRST. The first time this came up was in this letter from John Abele. It's not totally consistent yet, which understandably takes time (notice the "headlines" underneath the Championship splash)...but is this the official way to write FIRST now?
  
• The FRV acronym (as mentioned in this thread). So, now we have FRC (FIRST Robotics Competition), FLL (FIRST Lego League), the natural progression would be FVC (FIRST Vex Challenge, as it is named on FIRST's site). Granted, the "Challenge" could be referring to the fact that this is still literally a pilot, and the FRV could be a premonition of the future final name of Vex. Does anything in the Vex manuals point to a long-hand name for Vex that is different from FIRST Vex Challenge? Basically, it's coming back to the objective of moving FIRST as less of an adjective and more towards a proper noun - does FRV fit into that, or is there something we're missing?

Are these tweaks no big deal? Are they helpful? Are they necessary, but cumbersome in implementation? Maybe. I'd like to hear thoughts about these tweaks before I jump back in with my opinions.