I do not trust Mozilla to keep a product alive. I was frustrated by Firefox OS and more recently Pocket, but everything they've tried or acquired aside from the browser itself (and Thunderbird I guess?) has failed and been shut down. That has burned a lot of people along the way.
For this reason I can't see myself becoming a user of any future Mozilla projects.
But yes, that is part of trust and I'd like to see them address it.
Like you, I suspect the brand recognition and loyalty is much, much lower than many people in this thread believe it to be. Not talking about among the highly-technical HN audience; just at large.
When I use Firefox, either it's because I don't have a choice (my distro doesn't ship Chromium in a way I like, i.e. not Flatpak) or because I make an effort to "support" Firefox. But once in a while, I need to use Chrom(ium) because the website doesn't work on Firefox. Not that it is necessarily Firefox' fault, but the fact remains that if Chrome was an independent non-profit, I would most likely use Chrome and not Firefox.
On the Enterprise side at least, absolutely.