For user-defined class instances, is is used as a fallback - where the default __eq__ isn't overridden, a == b is evaluated as a is b. This ensures that the comparison will always have a result (except in the NotImplemented case, where comparison is explicitly forbidden).
This is (somewhat obliquely - good spot Sven Marnach) referred to in the data model documentation (emphasis mine):
User-defined classes have __eq__() and __hash__() methods by
  default; with them, all objects compare unequal (except with
  themselves) and x.__hash__() returns an appropriate value such
  that x == y implies both that x is y and hash(x) == hash(y).
You can demonstrate it as follows:
>>> class Unequal(object):
    def __eq__(self, other):
        return False
>>> ue = Unequal()
>>> ue is ue
True
>>> ue == ue
False
so __eq__ must be called before id, but:
>>> class NoEqual(object):
    pass
>>> ne = NoEqual()
>>> ne is ne
True
>>> ne == ne
True
so id must be invoked where __eq__ isn't defined.
You can see this in the CPython implementation, which notes:
/* If neither object implements it, provide a sensible default
   for == and !=, but raise an exception for ordering. */
The "sensible default" implemented is a C-level equality comparison of the pointers v and w, which will return whether or not they point to the same object.