And that also explains the move. If they had a great second product, it would stand for itself, no matter the name.
This move is a desperate attempt of saving a product that is becoming increasingly meaningless (the browser).
- Firefox Monitor is simply a copy of HIBP, so no innovation here. It's a nice-to-have, and maybe would have it's use case if it was directly implemented inside the browser.
- Firefox Lockwise doesn't have many use cases, and apparently also not many users. It is hard to know what kind of product it wants to be, or what kind of problem it wants to solve, as it is no competition for the more well known password management tools.
- Firefox Send offers a quick way to send some files. Not bad, but already offered by countless competitors.
So basically all three products are simply nice-to-have gimmicks, they are no stand-alone products and they certainly don't need a branding.
They all have in common that in the current state you can't make any money with them, and Mozilla doesn't monetize them.
What they do instead, is use each of the above services to get people to register for a Firefox Account, in an attempt to bring people into the "Firefox ecosystem".
And this brings us to the problem with Mozilla. They want to be part of the big players, but they are just a 1000 employee company.
They will never establish an ecosystem.
They will never profit off the email addresses they collect with Send, Lockwise, and Monitor.
They will not be profitable with Pocket.
Everything they do to save their brand from going under is, at the moment, a money-losing business.
Ironically the only product that is indeed at least a stand-alone product, namely Pocket, is not included in the re-branding.