Should Mozilla Rebrand Itself as Firefox?

Firefox is a massive success in Europe, but what is striking about its adoption is the variation from country to country. For example, in Finland it has a market share of over 45%, while in the UK, to its eternal shame, it is a pathetic 20%. How can such a huge disparity be explained?

Well, I have my dark theories involving Bill Gates and a poodle, but putting those aside for the moment, here's an interesting attempt from Mozilla to find out more....

On Open Enterprise blog.