Hmmm... I have not had that... normally the lettering just fades off. It must be a different method of print used? What you have there would annoy me enough to just sacrifice the portion of rubber with the branding. If it peels like that, it is not part of the rubber or it hasn't been integrated well enough on to the rubber and I suspect the letters will not stretch the same as the rubber it's stuck on? Hence the thrown shots? But if it comes off like that, it might be possible to simply clean/peel everything off with a little patience? Or I would start from the other end so I won't have to deal with the lettering and when I get to the end of the roll it might just be part of the unusable excess anyway?