[DeadBabyOrgasm]

This is an interesting thought experiment. It seems Mozilla is trying to lower the barrier to entry for the average, small website compared to the giants in the space right now by providing a tool built into the browser itself.

In my experience, this is an ambitious goal. As humans, we don't like change and, as a whole, won't do it without strong reason. Opening your browser means going to the bigger sites (e.g., Facebook) because they're convenient. The convenience isn't due to only thinking Facebook when thinking of social media, it's about what features Facebook offers me as its user.

If, on the other hand, the goal is more for the audience than the small websites, and it's to expose the average viewer to more variety, why not partner with Stumbleupon, Reddit, or one of many other community link-aggregation platforms?