I had a little wheel shift on the way to the post office the other day, and due to the rubbing on the front fork I ignored, the result was that the Big Ben script was worn off the sidewall of the tire. So, I decided to rub the other side off with some 80 grit sandpaper, and the result is the same. I am ok with the reflective strip, but it is nice to have that script gone. Here is the before and after on one side of the rear tire, 7 minutes of work.