SharePoint2013 migration resetting master page references

If I am not wrong, it does, isn’t it?

Actually, it is not new. It did so when migrating to 2010 also. It changed master page reference of all sites to v4.master. I wrote a code to reset them back to our custom master. Needless to say that, before doing that, the custom master needed to be adapted. I needed the code to do this, because, even with sites where you see the master page reference is inherited from its parent, the effective master page became to v4.master.

I did not think it a big flaw at that time, but now think it is. What if for a legitimate reason, an organization employs several masters for their public facing web site, say for instance, employing different brandings for different products, champagnes etc.? Once upgraded, you do not know any more which site was on which master.

If SharePoint does not allow such an arrangement i.e. employing different master page for different sites, then OK. We would not complain. But it does allow, even encourages you, and says NO you cannot, all the sudden, when a new version comes out.

I did some googling, to find out that not so many seem concerned. Is this the sign that it has never gained enough popularity in the public facing web sites market? Where obviously branding is one of the most important aspects.