Yes, in the exact inverse way I'd want a non-profit like Mozilla to work.
By the way, do you understand how marketing works? Mozilla is not a lifestyle or luxury brand, and nobody cares about those things in browsers.
Firefox got a huge market share back in early 2000-2010 because it had a good product -- not because of branding. Heck, it wasn't even an official Mozilla branded effort at the start, just a project by some community members.
edit: Though I agree with the vague collective sentiment that they're slipping. Still, I would never feed Google.