Err... speaking as someone who has two Firefox OS Developer Devices in front of him right now, I can tell you that it is indeed very innovative. And so is Firefox for Android (specially when using the Aurora channel).
What you seem to be completely ignoring is the proposal of a WebAPI standard that allows web applications to access hardware and OS features and how this enables a vendor-neutral app ecosystem that doesn't have to answer to Apple or Google. This is way more important than hiding the protocol in the URL.
Firefox for Desktop, Firefox for Android and Firefox OS are a combination that will soon allow you to have the freedom of the web (aka cross-platform apps that doesn't require permission from your vendor to exist) on all your devices.
This is not only innovation but this is fighting for a web that belongs to the users and not an ecosystem where the user is the product being sold.
Have you ever considered why Firefox for Desktop appears to evolve in a slower pace than Chrome or Safari? Its because of standards. Mozilla works in the open, heck, you can have access to all the steps of production of a Firefox feature and Mozilla strives to make things standard in the W3C or whatever standard organization deals with that feature while Safari and Chrome will often implement things and not care about interoperability. They can do this because they are the spear point of two companies, named Apple and Google that have their own objectives. As companies, they need to differentiate from the competition and thus need to evolve fast. The choice of evolving fast and differentiating alone or working together in cooperation between companies and committees is this gap you see in browser evolution. I'd rather have standard W3C backed WebAPI and Firefox than WebKit features that do not work on Gecko and Trident and whatever engine launches in the future.
Different from you, I see Mozilla as really innovative because fighting for users and a free standard web is an innovation in these days of vendor lock-in and "I have this feature, you don't".