Avoid logging mulitple times for performance gains.

Before: 
![screenshot from 2014-07-07 09 29 06](https://cloud.githubusercontent.com/assets/4335742/3490656/21041f8c-0576-11e4-8c75-83929fb09767.png)

After: 
![screenshot from 2014-07-07 09 29 12](https://cloud.githubusercontent.com/assets/4335742/3490657/2148180e-0576-11e4-9847-19daaa1b5850.png)

is that really the same? What happens with the log format? I assume it was used on every call before, while it would only be used for a single message now.