Having just stumbled upon that post, I had to see if there was any talk of this on the forums. Let me tell you I think that’s a brilliant idea. It’s not just that owners become a “passive promoting medium”, as you pointed out in that article. It also promotes consumerism by turning the object into a fashion accessory.
Having that white apple on the lid is fashionable, fashionable people own devices with that apple on the lid, so if I want to be fashionable I must also have that apple on the lid of my device. And bonus points if the design changes with each generation, because then it’s not just that logo on the lid, but also the design clues that give away whether I’m affluent enough to own the latest and greatest, or just a wannabe that runs 5yo hardware instead of upgrading, despite that 5yo hardware still serving me perfectly.
Of course, lack of branding itself may also become a fashion statement. “Look at me, I can afford this thing whose manufacturer is so confident in their quality they don’t even bother to put their brand or logo on the thing”. 