I was curious why this article we're discussing doesn't show the after pictures, since it's about defacing. (The picture at the top is the one that was replaced - so we only see the before pic.)
From the video, it seems because the after pictures are beautiful and way better, which I'd guess is why the real volunteer Wikipedia editors kept them rather than reverting them and why it was so successful. They do show a tiny logo incidentally as part of travel gear that is in the photo but other than this it seems the photos are way better. It's not like the logo takes up more than a few pixels.
Any counterexamples? (A photo that was worse than the one it replaced)? If not I think I can't agree with the word "deface". Maybe if the brand placement were more conspicuous or damaging to the photo -- but the ones I saw honestly seemed fine to me and seemed like an improvement.
"we improved wikipedia with fantastic royalty-free images of popular destinations, taken with travelers who were also wearing our gear" seems like an alternative way to phrase what happened. then we wouldn't be talking about it.
I'm happy to be proven wrong if someone can show a before/after example that wasn't an improvement. Any examples?