Completely understood, and I'm not opposed to changing it... just reluctant (a lot of work went into that thing!). I still like the idea of the icon tied to the zoom, and have hope that many among the target audience will figure it out quick enough.

But there is certainly something to be said for the psychological aspects. Only a sociopathic designer sets out to deliberately annoy his audience.

On the other hand, the design started with a certain intent of mystery. Most will need to decipher the code in the first place (although probably not all will follow through). That leads them on a path of discovery. If they discover the word "edoc", I would hope the same curiosity would lead them to eventually flip it around.

In other words my hope is that I don't have to explain it as much as people have to explore (if they like). But it's a fine line between teasing and antagonism...

Anyway there's also the slice of reality that says "maybe the Nike swoosh is just a silly thing that means nothing but makes some people ask questions".