I consider the ISP to be completely transparent. Never do I see anything about Comcast. The notion of navigating or even getting e-mail using the ISP homepage is from the dialup days.
That said, I get what the OP is saying. My mom still thinks she needs to use AOL homepage to navigate the Net and get mail and all the rest on her Windows desktop. I tried showing her otherwise, but the concept never sank in or she just feels more comfortable doing things the way she always has since the dialup days. The guy who installed high speed for her set it up for AOL to be the homepage. It works for her. Curiously, she has no issues with her iPhone or iPad. She just knows to tap the App.