Hutchison unveils 3 branding

Over the summer Hutchison 3G announced that they planned to use the the brand-name "3" for their nothing-but-3G carriers. Today they officially unveiled the branding. Now given that Hutchison is the same company that made a global brand out of Orange, you have to believe they know a thing or two about branding. But so far we're not taken with the number three with colored flames. According to the marketing folks 3 is "about delivering usefulness and enjoyment at the same time. Thanks to 3G technology, we no longer have to choose between fun and functionality. Now, 3 enables us to have both at the same time." Wouldn't it have been neater if 3 allowed us to have three things instead of just two? I feel cheated already.