I'd argue the hubris is going the other way: launching shiny stuff into space that everyone has to look at. It's launching trash into space, IMHO, and I reacted quite negatively at first as well.
No this issue is overheated silliness.
Imagine going camping or into sea and having a canvas of logos everywhere you look at during the night.
Nobody has to look at it right?
Dismissing this issue as "overheated silliness" is extremely naive and short-sighted.