[medmunds]

Oh interesting. Their two hypotheses (which they will test) are that Send "can drive Firefox Accounts beyond the Firefox Browser" and that it will "will provide a valuable platform to research, communicate with, and market to conscious choosers..."

It sounds like they're investigating a premium service offering targeted at privacy conscious users. (The secondary hypothesis covers "revenue" and will be tested by conducting "research tasks ... in support of premium services KPIs.")