On my '89 Cannondale, I thought the lower case name on the top tube was tasteful. But I like the new trend, I think it's about all things "stealth", just like "tactical" has been the buzzword for anything remotely possible to be used by military, from flashlights to sunglasses. Paint it black and suddenly it's "tactical". Many bike commuters have covered names and logos for a long time to try to reduce theft, and it definitely can't hurt, especially since even cheap bikes have aluminum frames these days, but pro thieves know what to look for in the components. But it's also common practice to cover the frame in tape to protect from scratches from leaning against a bike rack. Someone I knew covered the top tube in leather, the seam joined by baseball stitching. Final note: I hated in the '90s that ski gear was not only huge logos (sometimes even on the ski bottoms through clear P-Tex) but hideous bright colors. I much preferred reserved neutral colors that were easy to get everything to match; black, grey, even a classic red goes with many other colors.