Google is trying to get some acknowledgement for its work. Of course different UIs will still be there. TouchWiz or Sense for example aren't going anywhere. Why should they? There are a lot of launchers in the Play Store, these ones just come preinstalled. Even the Google Now launcher which Nexus 5 runs is available in the Store(Link).
What will happen is something like what Intel does in the laptop/desktop market. We are all familiar with the "Intel Inside" stickers in our laptops. There are there just to remind us of the huge work that Intel does. Even though we can't actually see the CPUs or GPUs that this company provides to these laptops, we know that they are there.
Google wants to achieve the same thing. Maybe not through stickers but through a notification in the boot screen.
This is not confirmed though. Also the methods on how this can be imposed to the OEMs is unclear. We haven't seen any of the new devices yet Samsung Galaxy S5, Sony Xperia Z2, etc. Also the reasons behind it are unclear.
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