Badge be damned, if the car is great, then no reason not to get it. The problem with the E9X M3 is, or rather looking past it to a newer model, is the intoxicating intake sound. The S65 is just too damn fantastic of an engine, and it's been mated to a great chassis (would have been a fantastic chassis if it was a bit lighter). I cannot imagine another daily driver where I won't get to hear that beautful intake. But if the F80 M3 is a great car, which it can be, I couldn't care less if other, lesser cars have the M badge on them.
As for JC, here he is recently on the E9X M3 (skip to 18:00 for the M3):