I don't think they appreciated just how brutal and unforgiving the smartphone market is. Apple makes money on it, but they spend billions on R&D and billions more on marketing. Samsung makes money, but a lot less than they used to and only because they own their entire component pipeline and also spend billions on marketing. Google makes money, because they own the operating system that 80% of the phones use and use it to push people to their wide array of services. Everyone else is breaking even at best, and hemorrhaging cash at worst. Think how many billions Sony and Microsoft and Nokia and Palm and Blackberry spent on their smartphone efforts only to get shoved to the sidelines. This is a market where you've gotta pay big in order to play; to be honest it was downright silly of Mozilla to expect that they could get a foot in the door.