I would say that it is VERY confusing (regarding the BidStart emails/headers) if you didn't know much about it to begin with (which amounts to just about everybody, including myself).
The only affect on sellers has been some snafu's in listings and uploading due to the server change, and also a lot of consternation regarding the future impact of all this.
A number of people have already let the administrators there know how they feel about this.
For buyers, not much has changed after the initial software problems were worked out. But obviously the header/email modifications have generated confusion among buyers.
Image and brand name mean a lot in this day and age. I think I know what they are doing, but I would just be guessing beyond what has already been publicly stated. It's definitely a strange way of doing it.
I am told that they SW logo will return to it's prominence on the header, but that will be further down the To Do List. I guess they feel that the free advertisement/exposure for BidSmart was worth the confusion?

k