As I understand it the problem they're trying to tackle here is the opposite. That is, that some people still give too much of "a damn" about their browser and convince normal users to move away from it.
When I see an IE ad my first reaction is: "Wait, MS is still making a browser? How odd. Did not know that."
The reaction after that is: "Hmph. I wonder if it runs on any OS I run. (brief google) Nope, I guess not!"