> While advertising is the business model of the web, it has evolved into one that doesn’t put the user first. We believe the current model of web advertising is broken because it doesn’t respect user privacy, isn’t transparent, lacks control, all the while trending towards click-bait and low-quality content.
Well, they're right there. The problem is that things don't function without money (and I don't know that relying on Google paying a huge amount for being the default search provider is a good business model). If Mozilla really can do this while protecting the privacy of the user (and avoiding clickbait), then I think it might be a worthwhile experiment.
For my part, I'm going to see how it works, but will disable if it's not satisfactory.
Of course, someone will probably have to audit their code to ensure they really are protecting our privacy...
> It’s important to us to get this right.
Especially these days ;)