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Nothing sells a show like a good title screen, and those title screens are made up of letters in iconic shapes and fonts, forms which fans have no problem remembering for generations to come.
The B used by the makers of Buffy, the S from that show about a starship crew taking a trek across the stars, the X so often associated with the files kept by FBI agents about paranormal activities- these are the letters that scroll across the minds of all geeks, letters which are unmistakable and easy to pick out from an alphabet lineup.