Ignoring that, this makes total sense from the consumer perspective. Nobody knew who RIM was, all they knew was BlackBerry. It is going to simplify a lot of things for them in terms of marketing and communications.
I've been anticipating this launch since last April, when I first heard about the Dev Alpha prototype devices. After having used them for over 8 months, and actively developing for the platform, I can say that I was pretty happy with today's launch announcement. I didn't really expect it to be Earth-shattering, and it wasn't.
It will be a long time before BlackBerry has the impact that Apple has in the marketplace. Today's launch wasn't going to have the pomp and flair everyone expected. Sales are not going to be a huge spike. Rather, things will ramp up slowly for BlackBerry. More and more people will try it out, and be wooed by the much improved interface. Your stalwart users of legacy BlackBerry will likely move over in droves though.
I actively develop for Android as well, and I can say that BlackBerry development has done so many things right. It is really a dream to develop apps for. As a user, it's fantastic too.
In the future, I really think RIM will be competing against Android/Google, rather than Apple. Android 4.2 is a thing of beauty, and really raises the bar. I don't think BB10 is quite there, but all the pieces are in place. The next 6-12 months will see a rapid evolution of BB10, and we can better assess how things will progress.