Its not about remembering what station you are watching. Its about imprinting the station into your mind, so its the first thing you think of when you turn on the TV. If you can remember what station you were watching, you are probably more likely to watch it again.
While I agree that they are becoming larger, the increase in semi-transparent logos is increasing. You don't need to have something blocking the screen, when something that you can still see (albeit see-through) is still visible and recognizable, thereby serving the same purpose.
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