I feel the same way. Back when each GM division had their own engines, designs, and R&D, all those divisions competed against each other in a way that was beneficial to GM. If someone didn't like the Pontiac, they might like the Oldsmobile. Out of 8 cars on someone's shopping list, GM might occupy 3 or 4 spots.
The market can't support that structure anymore, so GM goes to parts and platform sharing, switching to 'corporate' engines, etc., so that now if someone doesn't like the Pontiac, there is no reason to look at the Chevy because it is the same car. Ford pulled badges themselves off of the Escape to save production costs, so all this badge-engineering with different sheet metal and different interiors can't be insignificant in cost.