This is definitely a jacked-up trend! I'm surprised the riders themselves aren't up in arms about it. Winning one's national championship is a real honor and to have the entire experience of representing one's country's colors minimized to the point of almost invisibility is insulting. It's even more so with Chavanel's where they gave him an area on his kit so insignificant in size that he won't even be distinguishable in the peloton. Shameful.
Edit: Was later pointed out as being just a wind-vest, so I was bit quick to respond without reading the subsequent posts.