It really feels like a landgrab and not anything anyone has been asking for. Firefox has to compete with the Chrome web store, but you can't burn your house down to save a room. What's left if Firefox becomes some centralized market akin to iOS, Windows Store, Play etc. Forced AMO signing flies in the face of the decentralized web. "Malware happened" and "Chrome does it" aren't really answers.
I think getting backed into a corner has made Moz take risks with their ideology. Hopefully they give developers and users a lot more time to deal with the upcoming changes.