I'm happy ours won't have the label on it. We're buying a luxury people and "clean stuff" (i.e., luggage) hauling vehicle that looks better than a minivan and has AWD for bad weather conditions. I don't care if people know it is AWD or not... I'd have preferred the FWD but will live in the Midwest long enough to be concerned about snowy roads in winter. Having been through the past winter in Kansas City in a RWD Mercedes C230, I know how useless some vehicles become when snow and sleet first starts falling, and sometimes you just have to go somewhere in that weather like it or not.
Our ML430 doesn't announce AWD, nor does the new GL class, nor do other luxury SUV/CUV's. I understand the argument that most (all?) of those only come in AWD configuration, but I'd guess many people will assume all Enclaves are AWD whether they are or not.