[Allanbuzzy]

Personally, I don't really mind them promoting iPlayer in comparison to promoting the shows they are originally airing on. I believe the BBC have it right, they want people to associate BBC with "iPlayer, Sounds, News, Sport, etc.".

My minor gripe with the icon system is that it never fully transitions back into the BBC logo centre frame, meaning that when it goes from promo to ident, the BBC logo just starts mid animation and back into the fully formed logo.

This isn't for all promos I gather, obviously there are times where it also transitions back into the branding of said brand, such as BBC One's "Lens", BBC Two's "Curve", and so on to continue the consistency of the BBC formation, but on some it just stops at the iPlayer/Sounds/Sport icon and that's it.