Why remove or hide the stickers?
It should always be there. It could've come off at some point during transport etc. Unlikely though
And from what Dell were saying, they have no idea who OCUK are really and they think it's fishy.
Not cool.
What's going on is other companies (Like Ino-Tech or Taran) are ordering larger quantities of the screens from Dell, and when they do that they get a volume discount from Dell. These are then resold to web retailers who don't want to hold on to large stocks themselves.
However, as far as Dell are concerned, whoever sold you the screen doesn't exist - only the person who originally ordered from them exists. Thus, when you mention OCUk, Or Scan (mentioned so people don't think it's just an OCUK thing) or any number of other web companies reselling Dell products, Dell will say "WHO?!"
Whilst they will send the replacement to you, any Dell issued refund would actually go to the person who originally purchased - Which isn't even the person you bought the screen from! So, whatever you do, never take Dell up on the offer of a refund otherwise it's good luck seeing your money without a fight
Since the practice of companies buying larger volumes of Dell products, supplying web retailers, and those web retailers reselling to you, has been happening for years, I doubt it's something which upsets Dell since they'd have cracked down on it before now. So the only "fishy" thing is probably some of the people in the Indian call centres don't understand what's going on unless you explain it to them. But my advice, if you get a box without the label, is you should return for a refund..