Should you come up with what could be an industry defining phrase early in the game, I think it should be used. Such a gamble is well worth the effort because your business stands to gain great distinction if the line catches on. If not, so long as it reads well and makes sense, the risk of it needing to be changed is minimal. Level Four Media was applied when this logo was designed in 1996. It refers to the Internet's place in media evolution behind print, radio and tv, an observation that has been made countless times since.
Even in the event that a themeline gamble is lost, a little anticipation should save the day. When there's any possibility that a company's function could expand or change radically, a logo/themeline design that allows for a rewrite is all that's needed. So even when direction is altered, the change in a logo's look need not be catastrophic.
Writing, creative direction, art direction and design*