Starting a business can be a scary thing. You give up the stability (albeit perceived) of a steady income with benefits. You put your career on hold. You sacrifice significant time and energy for the first several years just to get up to your former corporate salary. You enter a risky area where most people fail within five years.
Choosing a logo as a foundation to build the brand in the midst of a do-or-die turnaround campaign is akin to building a house on sand. It is not going to stand. Yahoo's distracted and misdirected branding focus may have gotten the pundits talking, but it hasn't nor will it solve the company's woes.