I've spent the whole day trying to rebrand my W910i Vodafone UK to something generic.

The SEUS kept telling me that the software was already up to date and didn't give me any option to reinstall it.
Turns out the reason for this was because my phone was already using R1FA036 for which many generic versions don't exist, so I had to downgrade to some random R1FA035 before changing the CDA to the one I wanted.

Maybe this information will save someone some time :)