Moving from the UK I can tell you why I will debadge. Generally, I have found people here in the states are more bothered about what numbers you have on the car and how much your car costs rather than the driving experience. Now before you all attack me, this is just my opinion based off my experiences alone. Your experiences may differ. Anyway, Ill be debadging my 135i if I get it because I dont want to be part of the rat race and elitism that seems to be preoccupying my neighbours and colleagues. If anyone even realises what my car is (believe it or not most people dont have a clue a new BMW is being released) I wont mind if they think my car is a 128i or anything else.
The bottom line is as long as I enjoy my driving experience, its all good!