Well... regarding what Mozilla did with Cliqz, I'm sure Google won't be sending my user data to third parties, which Mozilla did. So maybe Chrome is better than Firefox in that regard.
Mozilla was an investor in Cliqz, so it's not precisely a full-on third party. And the data was (at least, according to the article) well anonymized.
I can see why Moz would want to try and keep up with the user advantages of collecting this information -- catching malicious URLs, etc -- but even if it's just appearance-wise, they've lost a bit of trust here.
Frankly I think they should have two distributions of Firefox, one that's bells-and-whistles for the best user experience, and another that takes a more aggressive pro-privacy stance. This can be little more than the set of preinstalled extensions + default config.