Everything is about impression and perception. For example, I have observed that people treat me more seriously when I dress better than with the typical "jeans+tshirt" combo.

Now, we can say this is superficial bullshit, but at the end of the day, the way you dress influence people's perception of you.

So in my opinion, Go's new branding give it a more "serious" image and perhaps people unfamiliar with the language will be more inclined to consider it.

Again, it's superficial bullshit, but it is what it is.