The AT&T corporation was massive back then. These folks were looking at rebranding every piece of equipment in the country, it wasn't going to be a cheap adventure. Bass did the right thing by making them comfortable with the cost.
Like, just look at that one sign overlooking the east river in NYC. That logo’s gonna be around forever.
They found a way around the sign problem. All they have to do is change the V, and remove the checkmark. —_—