Regarding how brand and logo help users stay:
- Most of the new users come from the IE world.
- Most of the old users would already know that IceWeasel is exactly firefox.
- The rest are probably already open minded enough to give a try to an OS that 
comes without a browser they know by name, or smart enough to google iceweasel 
and find out the truth .

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https://bugs.launchpad.net/bugs/269656
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