"OMG, this service sucks so much, but I like their logo, so I'm going to pay for it!"

Nobody actually thinks this way, but I think it's been demonstrated countless times that people respond to branding.

I guess the takeaway is that just because it's possible to make something sound silly doesn't mean it doesn't have an impact.

Why yes, you're right, that's exactly how brand perception works.

Actually, brand perception usually works in the reverse order of the uphtread description, where negative reaction to branding prevents consideration of the other qualities of the product rather than be considered as a factor of discussion after consideration of those qualities.