Mozilla wants to be the "web you can trust" brand, which involves not just shipping a browser but protecting people from the rougher sides of the internet.
It's a move straight out of Google's playbook, with the glaring flaw of them not being Google, and their user base likes them for not being Google.
Honestly, Mozilla gives me gnome vibes. They're so caught up believing their own spiel that they don't understand why they keep missing the mark.
Before AI, a lot of search result gamesmanship looked more like bad Amazon reviews. But leading-edge fraud is far past “humans pretending to be real, U.S.-based consumers/posters on a website.” The tools don’t generalize anymore.
And also, apparently, selling your data. See https://news.ycombinator.com/item?id=43213612, and particularly move-on's comment https://news.ycombinator.com/item?id=43213945.