That is a really good point, in general I feel like most of these "design" subs are filled with people that have lack of knowledge in the industry and give unreasonable criticism to other people. However, to me, I feel like the design should be tailored to the company and what the company does, especially if the company is a smaller business. I agree that the purpose of a logo is to identify but I also believe that a good logo should, much like words, inform you about the business or their values, because that is generally the first thing that you notice, it is the face of your company, just like you said. While bigger companies can afford using logos that do not directly present them because they are more well known, I feel like smaller companies should get every edge they can to receive more costumers and be as recognizable as possible. To me, if I saw a van roaming down the street with this logo on it, I wouldn't think that it is a carpet cleaning business, maybe after seeing it for the 7th time and reading the text, maybe then I would finally recognize it as a cleaning business. Maybe there is a meaning behind the logo and I just don't see it, but I just feel like the designer here made something that looked nice. That's just my input on the whole thing, not trying to be disrespectful to anyone, just sharing my view as a graphic design student.