My 2 cents on the branding...
They're trying to make it such that companies can advertise Second Life on physical products. It really is of little use on the web - but on a business card, or on print advertising... it works.
Display the inSL logo to show you and your brands are a part of the Second Life community.
I almost went ahead and registered with their program, but when they got to the address part I scratched my head. I mean - do I really need to use their new design? No, not at all. Heck, I never used their Hand of Isengard emblem either. I tag things as 'Second Life', as do a few thousand other people.
So - I dunno. What surprises me most is that this wasn't pushed on the SLDeveloper lists... that is where I can see this being used the most.
It is confusing, really, for the people who don't have brands. Here's a hint and a half: If the product is in SL, guess what? You don't need the logo. :P
The use of their 'tagline' is just - well, as a writer, I think it's crap. I really do. I will demonstrate:
'My opinion. My rationalization.'
Could be seen as a twist of their tagline from their perspective. But if they try suing me over things like that, they're going to have to build a really convincing case.

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