Personally I am squarely in the rebase team although I'm not completely anti-merge. I find the interactive rebase to be so useful that I pretty much never rebase non-interactively.
I wonder if part of the reason the merge flow is more popular (or at least it seems more popular) is because native Git tooling around rebasing isn't the best. In fact doing anything more than the simple reword/squash/reorder (like commit splitting or moving chunks between commits) is abysmal.
Magit really shines here and makes it a breeze.