Yep, total sense! there seems to be an arms race as to how many badges manufacturers can add to a car. As you mention, it's all S Line, ST etc...
I became a hypocrite for a while when I said to my wife about the amount of 'fake STs' out there, only then remembering I was driving an AMG line car. Since noticing this it does not bother me if a car has a shared appearance of a 'more powerful or sporty' model when it is from factory, but when people add fake badging etc I do not understand it at all. Having C63 badges on a 180d is just comical.