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I can't stop seeing it as a URI.

Why "a"? They should've just had URI fun and rebranded as moz:// (pronounced "mahz")

moz://firefox

moz://thunderbird

the list goes on!

I guess you could have moz://a/firefox but why A? A disk drive?

As a Chrome user I saw it and imagined it as moz://a[ll_settings] similar to chrome://settings/

It would've been cool if something actually lived there.

I think they'd end up in a fight with the SEO/marketing company if they just went with moz://. I mean, moz://a is confusing enough as it is.