I think you still see a fair number of "stealth wheels" in the pro peloton. Lots of us are funny about our wheels: we have beliefs about what is fast for us (not always based on hard evidence), and pro riders do as well. I've recognized Zipp 404's, with no decals, on teams not riding Zipps. I'm sure riders with other brand preferences have done the same; convincing team management to allow what they feel they need to win. Then there are the individual deals some riders have. Cav has his own "named" bars and stems, and he is going to use them regardless of what the rest of the team uses, just as a basketball player is going to use his "named" shoes.