I'm convinced that one of the primary reasons for the success of the original Xbox and 360 was the scarcity of Microsoft logos on either machine, with the Xbox being the predominant brand. I'm quite happy with a Nokia phone, I'd be happy with one labeled as a Lumia. But for purely emotional reasons I do not want one with the M word emblazoned upon it.
I always knew Microsoft were incapable of learning from their mistakes, it now seems they can't learn from their successes.