[indymike]

I think their problem is trying so hard to sell something that most people don't really care too much about (even though they should):

Firefox is more than a browser. Learn more about Firefox products that handle your data with respect and are built for privacy anywhere you go online.

People will takes "works better" or "do stuff you want to do" over "more privacy" every time. That's why we have to have laws like CCPA and GDPR to get businesses to even care about privacy.