I'm a bit late to the conversation, but me & my riding pals all get together & chat bikes. Were a bit old school in that we are all for the most part still rocking rim brakes on our road bikes. So one of my mates has been in the market for a new bike for what has to be the last 6 years. 6 years! He is so undecided mostly because nothing looks to his taste. He wants plain packaging on a carbon framed, Ultegra level endurance type road bike. I will say he is fussy but I am siding with him. You can't get away from the huge brand names & every surface of a frame has some trademark feature with a label, boasting what a fantastic b/b shell you bought. It is a thing & it does suck.