Those illuminated brand logos are so tacky. I hope the trend ends quickly, with a whimper.
The usual explanation is that, the less money you have, the more the brand values as a signal. As you get richer, the brand matters less than the material/cut/fit/etc. Though if you go too far, then it reverts back to the designer that matters
Its not too uncommon for owners to remove the model designation emblems from the rear of the car too. If you bought the cheap engine, nobody will know how much money you didn't spend. If you bought the expensive engine, your boss wont know how much extra money you spent.
The only thing that's getting in the way of an even cleaner look is that the manufacturer badges are getting massive. I don't need to know at 50 meters that the car in front of me is a VW.