Is "Re-Badging" Really So Bad?

I read with interest some of the comments on the web about the new Chevrolet SS. A common one (seen at least 10 times in a few comments sections) was to the effect:

"Its a rebadged Holden Commodore"

I may be reading too much into this, but the way these comments are written suggest that there is something unsavory about this process. That got me thinking about cars I would love to see rebadged:

Lotus Exige

Wiesmann

Alfa Romeo Brera

Renault Megane Turbo

Morgan Plus 8

I'm sure there are more; I'm no expert on foreign cars. 

Given that, and given that some of those cars aren't brought here because federalization is expensive, I don't get why rebadging is bad. It seems like rebadging could be defined as "we found an interesting car and are spending the many millions of dollars needed to bring it to you; for that, we've taken the liberty of putting a recognizable to average people brand on it."