Column from PC Magazine: The Great Microsoft Blunder

Dvorak skewers Microsoft (again? yawn ...) over their failed attempts to make Internet Explorer anything other than a massive weight around the neck of the company.

Memo to Dvorak: It's about the brand, stupid.

Seriously, I know it's Dvorak's job to make controversy where there is none and to be contrary to sell magazines, but this answer is so painfully obvious that he must have had to work very hard to avoid it.

IE was the world's best web browser for a time, and as a result, the Internet Explorer brand has become synonymous with internet browsing on Windows. Even though they've fallen woefully behind technologically, the brand is still widely known, and is still the most "popular" (read: widely used) browser on the internet. Suggesting they simply abandon that brand is ludicrous.