I think Mozilla sees the writing on the wall, and they're trying to find some sort of corporate revenue stream that isn't based entirely on Google, which is a healthy exercise for them.

Unfortunately the core kernel of browser users, who are only hanging on by their fingernails, are very security conscious, FOSS supporters, opinionated users.. which is a difficult audience to market to different business revenue streams.

Expanding their user base to more " normal " users would give them a larger marketable user base for their alternative revenue efforts. Building that increased user base though, it's tricky.