Microsoft unveiled a new look for the Windows logo for Windows 8. There seems to be a dramatic rise in branding and style experts online, and some significant backlash around the Internet, but all of that misses the point of why the new Windows 8 logo is a brilliant move.

First, let’s catch you up in case you’ve been living a Luddite existence camping in the Appalachians the last few days. Microsoft revealed that the logo for Windows 8 rejects the established evolution of a multi-color flag waving briskly in the digital wind, and instead opts for a simple rectangle of blue divided vertically and horizontally by white lines. It looks like…well, it looks like a window. Go figure.