I'll be logging here the XDA forum threads that i've followed in trying to root and debrand my phone.
DISCLAIMER: YOU MAY FOLLOW THESE STEPS AT YOUR OWN RISK. I AM IN NO WAY RESPONSIBLE FOR ANY MISHAPS OR ANYTHING THAT MAY CAUSE YOUR DEVICE TO BREAK OR LOSE DATA!
First step: Unlock bootloader from HTC
Second step: Convert the device into a dev device (s-off, writecid) You'll need $25
Third: Flash a better unlocked ROM
aaaand i'm done!! I did it in less than 4 hours.