QUOTE (Photographer @ 2008-08-07 22:46)

Indeed, flash it with Generic firmware and your phone will be unbranded and unlimited

do keep in mind that you will loose your warranty.
Yes, but if you want to go to service with warranty, you can reflash it with rogers firmware and nobody could know the unbranded firmware.
So, if you want to debrand, you should find generic firmware and rogers firmware.