Logos is a new name for old concepts. It's like a buzzword. "Synergy". It's possible logos aren't rare at all but the ability to recognize them is. New words for old shit. I don't walk thru life sharing my opinions 24/7. I have responsibilities and costs. I don't see logos as one thing or another. They just kinda are. The cross itself is a logo torn down by the media on a daily basis. The star of david less so... but everyone expects the moon and star to get sucked. That's not entirely what you were referring to. Just an aspect. We can also find it in "the death of men".
These rhetorical concepts aren't new. He means logic, not the symbol of something. Logos as in logos, pathos and ethos. Not the golden arches or the Goodwill face.
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