I'm not really sure what the difference between it being IE and not being IE is supposed to be.
IE right now is a decent browser, it's not awful as it was from IE6 - IE9, people however still associate the name IE with "piece of shit". So by changing the branding, I suspect people will at least try it and then be surprised that [insert new name here] browser from microsoft is in fact not shit. The first thing everyone I know does when loading a new windows OS is install Waterfox/Firefox/K-Meleon/Chrome/Pale Moon whatever floats their boat, but no one I have met in real life actively sits there and goes "maybe i should try IE".
Thats what the difference is