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Concur. I got into a hairy situation once when riding a friend's ti road bike (can't actually remember the builder now). Surrounded by a group of four of five boys who started asking me if my bike was a specialized or a cannondale. The fact it was a nich to framebuilder that they hadn't heard of put them off the fact it was worth 5x the value of the bike they were hoping for.
I've heard bike thieves scoping out targets and deciding which brand name they know best. Cannondale, Specialized etc will always be more of a target than smaller brands. Spotting a Rolex on the street must be hard, I think you'd have to wait outside a private members club or something to guarantee finding one.