I think you are overestimating the level of understanding a lot of people have. For lots of people, IE == the internet. Start Firefox: "My internet looks differ

I think you are overestimating the level of understanding a lot of people have. For lots of people, IE == the internet. Start Firefox: "My internet looks different". Same for Outlook vs GMail. The average office worker (and home computer user?) has eg. Outlook installed and set up by the IT department. But yes, the analogy with cell phone providers is useful. With this analogy, who would still tie their social media profile to a single provider?