They did; they've been pushing on speed and privacy for a long time. It mostly turns out that the problem isn't usually technical superiority, unfortunately. (The problem is that Microsoft shoves Edge in users' faces every chance they get, and Google has been giving Chrome an unfair advantage for ages (notice that when people complain about Firefox being slow, it's usually on Google sites).)
Anytime Firefox works on UI stuff, people seem to get really annoyed they aren't working on something else. You mention that "Reorganizing menus or adding alt text to PDFs won't make any impact on user adoption", I think it's the exact opposite. There is no greater thing the average everyday Joe cares more about than the UI, and if they just called it good 10 years ago, the project would be in an even worse state.
> You can expect even faster, smoother browsing on Firefox, thanks to quicker page loads and startup times – all while saving more of your phone’s battery life.
and regarding privacy
> we’ve worked hard to make things like translation and PDF editing in Firefox happen locally on your device, so you don’t have to ship off your personal data to a server farm for a company to use it how they see fit
– so they seem to have ticked your boxes, but they've also committed the sins of boasting about design and used the "AI" buzzword.
Yes, "most people" don't care about "adding alt text to PDFs" but then most people don't even know what accessibility means. For the people who do need it, it's essential, and I think it would be awesome if it happens on-device instead of giving google/amazon/microsoft a description of every pdf image a blind person might want described.
There's been a proliferation of conflicting just-so stories purporting to explain the history of Firefox's browser market share, and they seem to relate to idiosyncratic preferences for customization instead of actual market dynamics.
As another Firefox active user, I say this has nothing at all to do with it. I use Firefox because it lets me control what I need to control to be productive, but I recognize this isn't why most people used Firefox at its peak. 99% of the reason Firefox got so big was that IE was so awful. Edge is serviceable, so that takes away the vast majority of Firefox's former user base.
Firefox isn't going to grow as big as it was before Edge came along unless one of the major consumer OS provides a broken default browser on its platform and allows Firefox to run on its platform (iOS fulfills only one of the requirements). It won't grow as big as it was before Chrome came along unless both of the earlier requirements are met and Firefox renders Google sites better than Chrome.
And even that “requirement” isn’t filled to anywhere the same degree — Safari has its issues but IE was on a different plane of existence in terms of brokenness, with some of the barest of basics being absent or needing hacks to make work (remember the DirectX filter hacks required just to have transparency support for PNGs?).
You can only donate to MoFo, and indeed it doesn't spend much (if anything) paying Firefox staff. This is because Firefox staff is on the MoCo payroll, which gets its revenue mostly from their search engine deal with Google. MoCo actually pays MoFo to use the trademarks that are owned by MoFo.
The relationship between Mozilla Foundation and Mozilla Corporation can make some details confusing. But most people who claim what they did never looked at Mozilla finances in my experience.
Get pissed at tax law, not Mozilla. Mozilla Foundation cannot legally funnel tax-exempt donations into the development of products for a for-profit entity (Mozilla Corporation). That would be a crime.