Is a smile the new swoosh?

Have things gotten so bad we need laughing logos? If two make a trend, then yesterday's unveiling of Kraft's new corporate mark, plus Pepsi's maybe-Obama-inspired new "series of smiles" must mean something.

Of course Amazon has worn a smile for years.

We may not mourn the swoosh as a design cliche--too achievement-oriented for the Millennials?--but maybe we should dread what it's turning into.