points 1 and 12 are the same
Actually, point 1 refers to the icon label (the name under the icon), point 12 to the icon image itself. Thanks for flagging, I've tweaked the text to make it clearer. - Paul Kim
I love Firefox, but to help it take off, the several things that are better in Internet Explorer should at least be equaled in Firefox. For example, new tabs should open next to the tab that opened them, and when closed, return to the last tab displayed. Bookmarks should be more easily organized, etc. - Seth Berger
Perhaps prompt users what they want their homepage to be when they launch firefox for the first time (possibly offering popular search engines as easy 1-click options). I've tried to move my non-technical family to Firefox, and the concept they have the most trouble with is tabs, and new tabs in particular. They're unfamiliar with middle-clicking to open a link in a new tab, and by default, any new tabs they open manually are empty. If a new tab brought up their home page by default (which they were prompted to set on their first use) the first time they clicked the 'Opens a new tab' button, they might be more receptive.
I'll also often come back and find them using IE again, simply because they thought they were just clicking 'the internet' button, rather than a specific browser button. So more reinforcement of the Firefox shortcut being explicitly labelled as a web browser, rather than just 'Mozilla Firefox' would help. For non-technical users, the 'Mozilla' part is probably just redundant.