Why do they keep pushing this crap?
Because every company wants to vendorlock all to their service. Same with systemd, flatpak e.t.c.
What are the pros and cons compared to what else is out there?
It also takes up more space on disk, and it is the snap packager's responsibility apply security updates on upstream dependencies, rather than the ubuntu packagers, although for Firefox, I don't think there is too much worry there, as long as Mozilla puts some effort into the snap.