When people tell you who they are; believe them.
Mozilla is an ad company now, and will eventually seek to make Firefox ad-friendly, with a wrapping of "privacy".
And for some of you that privacy - the differential kind, safeguarded by promises - and maybe some regulation - will be enough.
Perhaps it's even a direction you would want the web to go in.
For others thought, myself included, that path is a betrayal of 2+ decades of the dream of what the web should be.