Where has the Bulova Tuning Fork gone?

Would you by a Mercedes without a three pointed star?  How about a Jaguar without a leaping cat or cat face?

The Jaguar Leaper

That's why I don't like reading a paragraph like this -

"Due to a recent redesign by Bulova, recently manufactured Bulova watches, including all watches sold and shipped by Amazon, will not feature the Bulova tuning fork logo on the watch face."

According to a post I read on the PrincetonWatches.com blog, Bulova is removing the Tuning Fork logo from most of their watches.  In the future, it will only be used on Bulova Accutron II watches. I like the tuning fork logo.  It sets Bulova watches apart from other watches made by Seiko family companies.  Now, to be fair, not every Bulova Watch has had a tuning fork logo.

Vintage Bulova Ambassador watch photo by Dnalor 01 (Own work) [CC BY-SA 3.0 (http://creativecommons.org/licenses/by-sa/3.0)], via Wikimedia Commons

But still?  Shouldn't most Bulova watches sport tuning fork logos?  It's such a recognizable part of the brand identity.  I'm really glad that my Bulova watches have the tuning fork!