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Please move this bug if it is wrong place. Thx. At least as far as I can tell it is never used. Think the attrib should be removed or doc. ( Also see related bug 70646. )
The attribute was used in 2.x when a feature was displayed in the preview page in the update manager perspective. In 3.0 it is no longer used in the ui, but not deprecated yet. As for the other bug, I agree, I think the feature based branding is overly complicated. In 3.0, there is a notion of products and bundle groups that are meant to address branding in a feature independent way. Eventually, the feature branding will be deprecated and features solely used for install/update.
*** This bug has been marked as a duplicate of bug 252014 ***