Whitelabel or not both have its advantages. I will say it's better to allow user to whitelabel:
- For some (of my) clients, they do not wish to expose what software being used for building their site, a kind of trade secret I guess.
- Actually I've tried AbanteCart a year ago, but because I saw I can't change the logo and color theme, so I ended up to use WordPress.
- I did see whitelabel is in the roadmap, so come back the the website regularly. Unfortunately, until now it's still on postponed status. It's really a turn off for me.