Maybe we've actually come to the end days... From left to right: Helio, Feedburner, Campfire from 37Signals and of course Technorati's WTF (Where's the Fire.)
I get it -- you might want to use flame imagery when your brand name makes reference to fire (I'm not 100% sure what a "helio" is or even if their symbol is meant to represent a flame; I'd actually guess not, but the resemblance to the others is uncanny.) But even so (to cite one example) marketing firm Campfire Media managed to come up with something a bit different.
I suppose lack of creativity beats misguided creativity any day, though. ;-)
