Because many things everybody knows about are technically secret, creating an arbitrary, ever-shifting line between the classified and the public domains.
Companies doing business and accepting payments globally are subject to increasing fees and sometimes arbitrary chargebacks which no doubt impact their bottom line.
When they first hung their shingle in 1992 (producing record sleeves and soon undertaking the branding of Yohji Yamamoto's just-debuted Y's line), graphic design was an almost arbitrary choice.