It's still pretty fresh, so it's possible my opinion softens later, but right now I'm thinking it's appropriate to consider Chrome and Firefox pretty much equivalent on 'ethical' (or whatever you want to call it) grounds.
Google is far more of a concern than Mozilla, but at this point it feels like Chrome is out to get you less than Firefox is.
I nearly acted on my impulse to start switching everything over to Chrome. The only thing that saved Firefox here is the memory of some concerns about adblocking on Chrome in the future. I haven't looked into it much, so I don't know how significant of a concern that is. But functionally no adblock is worse than being forced to turn off user-hostile options, so, here I remain. I guess. For now.