I would guess a lot of Firefox's core users (the ones who evangelize it, install it for relatives, file bug reports, write plugins, etc.) stick around because this browser has been a hedge against uncomfortable trends in big tech, many of which were spawned from ad tech. Going the way of ads seems like a dangerous line to tinker with if Mozilla wants to maintain the trust of these users.
Maybe there is a way to do ads well that isn't intrusive and that adds value to the UX. Or maybe it will annoy people and damage the brand by de-differentiating Firefox from Chrome and Brave. I like to give Mozilla the benefit of the doubt, because it's important that they innovate, but getting into the ad business feels like it could be a deal with the devil. Maybe you make more money---but if you lose your soul then you're just another browser ready to be replaced by the next shiny thing.
Maybe there is a way to do ads well that isn't intrusive and that adds value to the UX. Or maybe it will annoy people and damage the brand by de-differentiating Firefox from Chrome and Brave. I like to give Mozilla the benefit of the doubt, because it's important that they innovate, but getting into the ad business feels like it could be a deal with the devil. Maybe you make more money---but if you lose your soul then you're just another browser ready to be replaced by the next shiny thing.