Collect data of course. Mozilla is very naive to trust that they won't collect data (be it personal or otherwise). Neither they nor the enduser can ensure that.
> We intend to publicly document violations of this Policy and take additional actions if necessary.
I believe that those "additional actions" will prevent providers from violating the policy. If not, they will be removed from Firefox.
We've seen the "don't be evil" free stuff thing turn sideways before.