[callahad]

> If it walks like a duck and it quacks like a duck...

That's fair, but there is also a pretty big gulf between what Mozilla is actually doing and what most people think of when they hear the headline "Mozilla to deliver ads in Firefox."

As proposed, this is basically a set of preloaded bookmarks that automatically disappear after you've visited nine sites.

So yes, it is advertising, but every indication I've seen is that it's being done responsibly, which is a degree of nuance lost in the headline. Then again, I am a Mozilla paid contributor, so I might have a more charitable bias.