I suppose I see it a different way. The sponsor can never be truly integrated into the kit design, it is a foreign entity. If we played in colours that were plain it wouldn't be too tricky, but on stripes it can only distrupt them. The Air Florida shirt worked better because of it, but on our classic stripes. No chance.
The closest we got to integrating a design was on the 06-08 Flybe shirt, and that was a dog. The follow on shirt with the plain white plastic screen print was in my opinion a better shirt, but still ugly. This design, like the old Friends Provident shirts at least tries to bring minimal distruption to the stripes while also standing out. Sady though it is not the bolder 'foam' type print from those few years ago, it is the flat plastic type that does feel cheaper...... and that I feel is the main problem with it... even if it's the best of the bunch.