They're not trying to sell a brand, though -- I believe the starting goal is to get this on low end commodity phones in South America. (Notice how everything in the original link is also available in Portuguese?) To that end they already have deals with carriers there.
Since Mozilla actually has the health of the web as their main mission, they have a role catering to markets that others will neglect.
Since Mozilla actually has the health of the web as their main mission, they have a role catering to markets that others will neglect.