I didn't see the face until reading this comment, but now I can't un-see it. Very subtle, reminds me of the hidden right arrow in the FedEx logo.
And a nice short url.
Not to get into the with or without www. argument, but this domain would benefit without the prefix. www.so.cl looks odd, especially when they are trying to brand it as "social". Only reason why I'm bringing it up is that they are forcing the www.
Agree, I didn't notice that last time. Not a fan of the www prefix in general in my old age.