Do you people suffer split personality or something?
When a company changes its mind about such things it's the worst of both worlds: you get all the negative PR, none of the benefits, and on top of that it makes Mozilla management look like a bunch of indecisive amateurs who have no strategy, rhyme or reasons behind their actions.
A company that decides to have sponsored new tab links and then decides it's not "who we are" might decide something completely random tomorrow. You can't rely on there being consistency, because apparently they're not sure who they are.
Mozilla fears their users now. They fear them. That's not a good thing, because it means Mozilla doesn't have the credibility to do what's good for their users and for Mozilla if users might perceive their actions as bad.
But popular actions and good actions don't always overlap. I wish it was that easy. The word "populism" wouldn't be a bad thing.