A stack of reasons - mostly relating to adoption within the workplace. As soon as I fire up Mozilla in front of a newbie they comment along the lines of 'playing games huh' or similar.

Im not suggesting the monster gets replaced with some prick with a laptop looking serious while rubbing his chin as his foxy secretary takes notes in their walnut and leather office - but something a little more businessy wouldn't hurt.

Branding gives you things to hang onto. Some people like their jeans more because missy elliot wears then (or says she wears them). I'd like Mozilla more if I didnt look like a dinosaur geek everytime it starts up.